Designing Social Media Fundraising Messages: An Experimental Approach to Understanding How Message Concreteness and Framing Influence Donation Intentions

Autor:	Denise Sevick Bortree, Yan Huang, Anli Xiao, Richard D. Waters
Rok vydání:	2021
Předmět:	05 social sciences Advertising Concreteness 0506 political science Donation Framing (construction) 0502 economics and business 050602 political science & public administration 050211 marketing Message framing Social media Strategic communication Psychology Social Sciences (miscellaneous)
Zdroj:	Nonprofit and Voluntary Sector Quarterly. 51:832-856
ISSN:	1552-7395 0899-7640
Popis:	This experiment examined the effects of fundraising message characteristics on donation intentions through a simulated social media campaign. A 2 (abstract vs. concrete message) × 2 (gain vs. loss framing) between-subjects experiment ( n = 213) revealed that a message with detailed fundraising outcomes elicited a greater intention to donate through heightened perceived message credibility, perceived transparency, cognitive elaboration, and empathy. Gain and loss framing, however, did not result in significant differences in donation intentions. Theoretically, this study uncovered the psychological mechanisms through which message concreteness increases donation intentions. Practically, results of this study provided implications for drafting effective fundraising messages that can be disseminated on social media.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::d61b971fb38a1521a874b763dfc645cc https://doi.org/10.1177/08997640211022838 Zobrazit plný text záznamu