The current study aims to explore the role of personality in a nonprofit organization's advertisement on social media and how it influences two advertising components: the types of advertising appeal and social media metrics. A 2 (emotional vs. rational appeal) × 2 (high vs. low social media metrics) full-factorial experiment was conducted. We found the positive effects of specific personality traits on attitude toward the ad and donation intention; the six HEXACO personality traits were positively related to attitude toward the ad, whereas Extraversion, Conscientiousness, and Openness to experience were the only traits positively related to donation intention.There was no interaction effect of the personality traits and the type of advertising appeal. We also found that Conscientiousness had a moderating role on the bandwagon effect of social media metrics, such that the bandwagon effects of social media metrics on the attitude toward the ad and donation intentions were only significant for participants with moderate (M) Conscientiousness and high (M + 1SD) Conscientiousness. Our findings will contribute to providing practical insights for how to design an effective nonprofit advertisement on social media as well as filling the gap in the literature on nonprofit advertising and personality. | INTRODUCTIONAccording to the National Center for Charitable Statistics, in 2015, there were over 1.56 million registered nonprofit organizations (NPOs) in the United States, contributing an estimated $985 billion to the nation's economy (McKeever, 2019). NPOs' operations are uniquely reliant upon consumers' engaging in the altruistic behaviors of donating and volunteering. Thus, NPOs must elicit donations through cost-effective, social media advertising campaigns, in hopes of amplifying their content to their followers' own networks to garner additional, positive word-of-mouth (Lovejoy & Saxton, 2012;

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Privacy concerns and social media usage continue to increase in parallel for many online consumers. While researchers have suggested the negative impact of privacy concerns on social media engagement, it is also observable that privacy concerns do not prevent users from disclosing their personal information online while using social media, in other words a privacy paradox exists. Noting this interesting discrepancy, our research investigates various factors influencing the relationship between privacy concerns and social media engagement. Privacy related factors are examined along with social media constructs as potential moderators that would explain why privacy concerns do/do not affect social media engagement. To explore these relationships, an online survey was conducted with a total of 760 US social media consumers. Results determined that privacy concerns negatively influenced social media engagement to the extent that users have privacy protection behaviors, social media trust, and social media fatigue. Interestingly, when users have high trust on social media platforms, social media engagement is more likely to increase despite privacy concerns. To increase engagement from consumers on these platforms, brands should look to establish transparent interactions with consumers that ensure data privacy and limit data surveillance.

Using a two (crisis response strategy: diminish vs. rebuild) × three (source: brand organization vs. brand executive vs. brand fan) experimental design, this study examines how brand fans (i.e., consumers who identify with a brand) can be prompted to protect a brand’s reputation during crises and how the selection of a crisis spokesperson can influence consumers’ evaluations of the crisis communication. Being buffers for their preferred brands, brand fans are more likely to accept their brand’s crisis response and engage in positive electronic word-of-mouth on social media. Brand fans are more likely to evaluate other brand fan’s social media accounts as a credible crisis communication source, whereas those who are not brand fans are more likely to evaluate brand and/or brand executives as credible. Findings provide theoretical applications in paracrisis literature pertaining to social media but also practical implications for brand managers to strategically utilize brand fans in crisis communication.

While public relations professionals are beginning to utilize psychographic data for more refined audience targeting methods, this study examines how elemental personality traits impact (1) crisis communication outcomes (lessen levels of attributed crisis responsibility, improve individual's reputation and increase positive word‐of‐mouth) and (2) evaluations of crisis response strategies during a paracrisis. This study utilized an experimental design with 368 collegiate participants. Results suggest that several underlying personality traits predict reputation repair‐outcomes regardless of the communication strategy used. For example, findings suggested that stakeholders who rated higher in gentleness and lower in modesty and social boldness reported higher reputational scores pertaining to the offending individual. Yet, other traits, such as prudence, interacted with strategies that prompt the offending individual's preferred crisis communication outcomes.