Designing social media fundraising messages : an experimental approach to understanding how message concreteness and framing influence donation intentions
Year of publication: |
2022
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Authors: | Xiao, Anli ; Huang, Yan ; Bortree, Denise Sevick ; Waters, Richard D. |
Published in: |
Nonprofit and voluntary sector quarterly : journal of the Association for Research on Nonprofit Organizations and Voluntary Action. - London [u.a.] : Sage Publ., ISSN 1552-7395, ZDB-ID 2029449-9. - Vol. 51.2022, 4, p. 832-856
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Subject: | fundraising | message concreteness | message framing | social media | strategic communication | Social Web | Social web | Fundraising | Experiment | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Öffentlichkeitsarbeit | Public relations | Social Marketing | Social marketing | Nonprofit-Marketing | Nonprofit marketing | Online-Marketing | Internet marketing |
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