IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04839609.html
   My bibliography  Save this paper

Characteristics Of Messages Promoting Giving Intention Among Social Media Users

Author

Listed:
  • Ahmed Benhoumane

    (Ascencia business school)

Abstract

This study addresses the issue of social media use by NGOs for fundraising. Although, several research studies have shown that social media is an effective tool for the communication of NGOs, the question of which messages to design to enhance giving intention among users remains unaddressed and unanswered. Using several persuasion and communication theories and thought a quasi-experimental design on a sample of 720 social media users, we identified effective characteristics of a social media message in promoting giving intention on Facebook and Twitter. These findings are not only useful for NGOs community managers but shed light on the use of the theory of dual processing in explaining charitable action.

Suggested Citation

  • Ahmed Benhoumane, 2022. "Characteristics Of Messages Promoting Giving Intention Among Social Media Users," Post-Print hal-04839609, HAL.
    • Handle: RePEc:hal:journl:hal-04839609
    Note: View the original document on HAL open archive server: https://hal.science/hal-04839609v1
    as

    Download full text from publisher

    File URL: https://hal.science/hal-04839609v1/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kirk Kristofferson & Katherine White & John Peloza, 2014. "The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(6), pages 1149-1166.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mochon, Daniel & Schwartz, Janet, 2024. "The confrontation effect: When users engage more with ideology-inconsistent content online," Organizational Behavior and Human Decision Processes, Elsevier, vol. 185(C).
    2. AYTAÇ, Muhammed Bilgehan & BİLİR, Hüsnü, 2024. "Child images affect sports fans' prosociality and aggression," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 108(C).
    3. Shuli Yang & Junwu Chai, 2022. "The Influence of Enterprises’ Green Marketing Behavior on Consumers’ Green Consumption Intention—Mediating Role and Moderating Role," Sustainability, MDPI, vol. 14(22), pages 1-20, November.
    4. Abigail B. Schneider & Sunaina Chugani & Tavleen Kaur & Jason Stornelli & Michael G. Luchs & Marat Bakpayev & Tessa Garcia‐Collart & Bridget Leonard & Lydia Ottlewski & Laura Pricer, 2022. "The role of wisdom in navigating social media paradoxes: Implications for consumers, firms, and public policy," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1127-1147, September.
    5. Eileen Y Chou & Dennis Y Hsu & Eileen Hernon, 2020. "From slacktivism to activism: Improving the commitment power of e-pledges for prosocial causes," PLOS ONE, Public Library of Science, vol. 15(4), pages 1-21, April.
    6. Christopher A. Bail, 2017. "Taming Big Data," Sociological Methods & Research, , vol. 46(2), pages 189-217, March.
    7. Bernritter, Stefan F. & Verlegh, Peeter W.J. & Smit, Edith G., 2016. "Why Nonprofits Are Easier to Endorse on Social Media: The Roles of Warmth and Brand Symbolism," Journal of Interactive Marketing, Elsevier, vol. 33(C), pages 27-42.
    8. Young-joo Lee, 2022. "Social media capital and civic engagement: Does type of connection matter?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 167-189, March.
    9. Kulow, Katina & Kwon, Mina & Barone, Michael J., 2021. "Does seeing bad make you do good? How witnessing retail transgressions influence responses to cause marketing offers," Journal of Business Research, Elsevier, vol. 132(C), pages 680-692.
    10. Paul W. Fombelle & Sterling A. Bone & Katherine N. Lemon, 2016. "Responding to the 98%: face-enhancing strategies for dealing with rejected customer ideas," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 685-706, November.
    11. 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.
    12. Nenkov, Gergana Y. & Morrin, Maureen & Maille, Virginie & Rank-Christman, Tracy & Lwin, May O., 2019. "Sense and sensibility: The impact of visual and auditory sensory input on marketplace morality," Journal of Business Research, Elsevier, vol. 95(C), pages 428-441.
    13. Grinstein, Amir & Hagtvedt, Henrik & Kronrod, Ann, 2019. "Aesthetically (dis)pleasing visuals: A dual pathway to empathy and prosocial behavior," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 83-99.
    14. Lisa D. Lewin & Danielle E. Warren, 2025. "Hypocrites! Social Media Reactions and Stakeholder Backlash to Conflicting CSR Information," Journal of Business Ethics, Springer, vol. 196(2), pages 419-437, January.
    15. Picard, Julien & Banerjee, Sanchayan, 2023. "Behavioural spillovers unpacked: estimating the side effects of social norm nudges," LSE Research Online Documents on Economics 120566, London School of Economics and Political Science, LSE Library.
    16. Harrell, Stephen & Simons, Andrew M. & Clasen, Peter, 2022. "Promoting blood donation through social media: Evidence from Brazil, India and the USA," Social Science & Medicine, Elsevier, vol. 315(C).
    17. Chen, Ruolan & Yuan, Ruizhi & Huang, Bo & Liu, Martin J., 2023. "Feeling warm or skeptical? An investigation into the effects of incentivized eWOM programs on customers’ eWOM sharing intentions," Journal of Business Research, Elsevier, vol. 167(C).
    18. Ryoo, Yuhosua & Kim, WooJin, 2023. "Price-ethicality association: When price discounts inhibit ethical purchasing," Journal of Business Research, Elsevier, vol. 169(C).
    19. Alsaad, Abdallah & Alam, Md. Moddassir & Lutfi, Abdalwali, 2023. "A sensemaking perspective on the association between social media engagement and pro-environment behavioural intention," Technology in Society, Elsevier, vol. 72(C).
    20. Xiaoyong Wei & Bin Shen, 2025. "Effects of Two Face Regulatory Foci About Ethical Fashion Consumption in a Confucian Context," Journal of Business Ethics, Springer, vol. 196(4), pages 807-825, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04839609. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.