Message (in)congruence: Tweeting while competing for donations

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2024-01-30 DOI:10.1177/20570473231224822

Jamie Levine Daniel, Cali Curley, Marlene Walk

引用次数: 0

Abstract

Nonprofit organizations rely on social media to build relationships with their stakeholders and solicit the resources they need to provide their programs and services. This online activity takes place in an increasingly competitive environment. We draw on the situational theory of publics, stakeholder theory, giving motivation, and gamification to examine this question: When organizations engage in competitive philanthropy, what framing is more effective at generating donations on an online platform? We confirm the relationship between tweeting and donation solicitation and shed light on some specific types of messaging associated with increased donations.

查看原文本刊更多论文

信息（不）一致：在竞争捐款的同时发推

非营利组织依靠社交媒体与其利益相关者建立关系，并为提供项目和服务争取所需资源。这种在线活动是在竞争日益激烈的环境中进行的。我们借鉴了公众情境理论、利益相关者理论、捐赠动机和游戏化来研究这个问题：当组织参与竞争性慈善活动时，什么样的框架更能有效地在网络平台上募集捐款？我们证实了推特与募捐之间的关系，并揭示了一些与增加捐款相关的特定信息类型。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.