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Influence of Nonprofit Social Media Messaging

Heather L Kuhns, Johnson & Wales University


The primary goal of the ensuing research study was to show potential association between nonprofit social media content and its message effects across constituent engagement, and behavioral intention levels. The study highlighted quantitative research through the lens of nonprofit organization constituents throughout the Northeast United States. Results and findings of the study will be used to serve as guidelines or templates for future nonprofit social media planning and marketing strategy development. The final research results also promote content types for nonprofit organizations to fully maximize in social media and marketing strategies. The research sought to identify the messages that have the greatest impact on various nonprofit constituents, ranging from board member to volunteer to donor or client. The two types of social media content represented in the study were high emotion and low emotion content. By incorporating items from prior scales, the research identified which messaging, if any, leads to higher levels of engagement or intention. The Theory of Planned Behavior (Ajzen, 1991) guided the research and assessed the variables of attitudes, behaviors and intentions, which for the purpose of this study, translated to donor engagement and donation intention. The framework of the Theory of Planned Behavior was modified to include social norms and social media. The revised model, the Model of Charitable Intentions resulted in two statistically significant findings for volunteer intentions. ANOVA results testing high and low emotional conditions found a positive effect for emotions that approached significance, p = .06.

Subject Area

Business administration|Marketing|Web Studies

Recommended Citation

Kuhns, Heather L, "Influence of Nonprofit Social Media Messaging" (2021). Dissertation & Theses Collection. AAI29206807.