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How social media strategies of nonprofit organizations affect consumer donation intention and word-of-mouth

Yi Feng (Huazhong University of Science and Technology), Lanying Du (Huazhong University of Science and Technology), Qian Ling (Hubei University of Economics)
Cite this article:  Feng, Y., Du, L., & Ling, Q. (2017). How social media strategies of nonprofit organizations affect consumer donation intention and word-of-mouth. Social Behavior and Personality: An international journal, 45, 1775-1786.
DOI: https://doi.org/10.2224/sbp.4412
Publication date: December 2017

Abstract


Our purpose in this study was to validate the role of consumers’ perceived trust and satisfaction in the internal mechanism of the effect of nonprofit organizations’ social media strategies on consumers’ donation intention and electronic word-of-mouth. We developed an online survey that was completed by 242 followers of the One Foundation nonprofit organization on social media. Responses were analyzed with a structural equation model. The results showed that both dissemination and interactivity had a significantly positive effect on consumers’ perceived trust and satisfaction, which subsequently influenced their donation intention, and electronic word-of-mouth. Disclosure had a positive effect only on trust. Practical implications for managers of nonprofit organizations are discussed.

 


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