Message (in)congruence: tweeting while competing for donations
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
- Location
-
Deutsche Nationalbibliothek Frankfurt am Main
- Extent
-
Online-Ressource
- Language
-
Englisch
- Notes
-
Communication and the public. - 9, 1 (2024) , 69-83, ISSN: 2057-0481
- Event
-
Veröffentlichung
- (where)
-
Freiburg
- (who)
-
Universität
- (when)
-
2024
- Creator
- DOI
-
10.1177/20570473231224822
- URN
-
urn:nbn:de:bsz:25-freidok-2435413
- Rights
-
Open Access; Der Zugriff auf das Objekt ist unbeschränkt möglich.
- Last update
-
14.08.2025, 10:58 AM CEST
Data provider
This object is provided by:
Deutsche Nationalbibliothek. If you have any questions about the object, please contact the data provider.
Deutsche Nationalbibliothek. If you have any questions about the object, please contact the data provider.
Associated
- Daniel, Jamie Levine
- Curley, Cali
- Walk, Marlene
- Universität
Time of origin
- 2024
Other Objects (12)
Hearing this while seeing that : semantic congruence affects processing of audiovisual stimuli
Hearing this while seeing that : semantic congruence affects processing of audiovisual stimuli
Clausal congruence closure
Des donations.
Further donations
Official Donations
The Effect of Moral Congruence of Calls to Action and Salient Social Norms on Online Charitable Donations : A Protocol Study
Host plant use by competing acacia-ants : mutualists monopolize while parasites share hosts
Congruence properties of endoclasses...
Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement
Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement
Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement
Hearing this while seeing that : semantic congruence affects processing of audiovisual stimuli
Hearing this while seeing that : semantic congruence affects processing of audiovisual stimuli
Clausal congruence closure
Des donations.
Further donations
Official Donations
The Effect of Moral Congruence of Calls to Action and Salient Social Norms on Online Charitable Donations : A Protocol Study
Host plant use by competing acacia-ants : mutualists monopolize while parasites share hosts
Congruence properties of endoclasses...
Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement
Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement
Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement
Hearing this while seeing that : semantic congruence affects processing of audiovisual stimuli
Hearing this while seeing that : semantic congruence affects processing of audiovisual stimuli
Clausal congruence closure
Des donations.
Further donations
Official Donations
The Effect of Moral Congruence of Calls to Action and Salient Social Norms on Online Charitable Donations : A Protocol Study
Host plant use by competing acacia-ants : mutualists monopolize while parasites share hosts
Congruence properties of endoclasses...
Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement
Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement