Designing social media fundraising messages : an experimental approach to understanding how message concreteness and framing influence donation intentions
Anli Xiao, Yan Huang, Denise S. Bortree, and Richard D. Waters
| 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 | Fundraising | Social Web | Social web | Werbewirkung | Advertising effects | Experiment | Prospect Theory | Prospect theory | Konsumentenverhalten | Consumer behaviour | Öffentlichkeitsarbeit | Public relations | Kommunikation | Communication | Online-Marketing | Internet marketing | Marketingmanagement | Marketing management | Nonprofit-Marketing | Nonprofit marketing | Social Marketing | Social marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/08997640211022838 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10013391983