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What Makes You "Like", "Retweet" or "Comment" a Fundraising Content on Social Media? Exploring the Characteristics of Fundraising Messages on Social Networks
[Qu'est-ce qui vous fait « aimer », « retweeter » ou « commenter » un contenu de collecte de fonds sur les réseaux sociaux ?]

Author

Listed:
  • Benhoumane Ahmed

    (LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris])

Abstract

Purpose—Identifying the characteristics of fundraising messages generated by French charities and exploring which of these features engage the most social media users. Methodology — A qualitative approach was conducted on 444 fundraising messages from two of the most popular social media platforms [Facebook & Twitter]. Research implications/limitations—This paper identifies how social media users evaluate content and therefore explore what makes this prosocial content more engaging than another. Practical implications—Charities managers could use the findings of this paper, to design an engaging content and thereby optimizing the efficiency of fundraising campaigns.

Suggested Citation

  • Benhoumane Ahmed, 2020. "What Makes You "Like", "Retweet" or "Comment" a Fundraising Content on Social Media? Exploring the Characteristics of Fundraising Messages on Social Networks [Qu'est-c," Post-Print hal-03390922, HAL.
    • Handle: RePEc:hal:journl:hal-03390922
    Note: View the original document on HAL open archive server: https://hal.science/hal-03390922
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    References listed on IDEAS

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    More about this item

    Keywords

    Social Media; Message Characteristics; Fundraising Messages; Social media content; Interactions in social media; Réseaux sociaux;
    All these keywords.

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