Where Does My Money Go? How Online Comments on a Donation Campaign Influence the Perceived Trustworthiness of a Nonprofit Organization

Wiencierz, Christian; Pöppel, Katharina; Röttger, Ulrike

doi:10.1080/1553118x.2015.1008634

Cited by 26 publications

(15 citation statements)

References 34 publications

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“…Supportive intentions were measured with eight items borrowed from Wiencierz et al (2015). To rate their support toward Red Cross, sample items asked participants whether they would: donate, volunteer or follow the Red Cross on social media (Cronbach’s α = 0.90, M = 3.83, SD = 1.65).…”

Section: Methodsmentioning

confidence: 99%

Refuting fake news on social media: nonprofits, crisis response strategies and issue involvement

Vafeiadis

Bortree²,

Buckley

et al. 2019

JPBM

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Purpose The dissemination of fake news has accelerated with social media and this has important implications for both organizations and their stakeholders alike. Hence, the purpose of this study is to shed light on the effectiveness of the crisis response strategies of denial and attack in addressing rumors about consumer privacy when non-profit organizations are targeted on social media. Design/methodology/approach To test the hypotheses, a 2 (response type: denial vs attack) × 2 (privacy concerns: low vs high), between-group online experiment was conducted via Qualtrics. Findings The results indicated that one’s involvement level in the issue determines the effectiveness of the crisis response strategy. Data showed that attacking the source of fake news (as a crisis response) reduces the message’s credibility more than denying fake news. Furthermore, highly involved individuals are more likely to centrally process information and develop positive supportive intentions toward the affected non-profit brand. High issue involvement also predicted organizational and response credibility. Conversely, an attack rebuttal message increased the credibility of the circulated malicious rumors for low involved individuals. Research limitations/implications The findings suggest that issue involvement plays a key role in message perceptions of false information regarding consumer privacy in social media. Practical implications Practically, this study offers insights for organizations that are developing response strategies in the current environment of fake news. Findings from this study suggest that organizations need to consider the degree to which audiences are currently involved in an issue before deciding how aggressively to respond to perpetrators of fake news. Originality/value The present study examines the intersection of fake news and crisis management in the non-profit sector, with an emphasis on various response strategies and issue involvement. This is one of the first attempts to experimentally investigate how social media strategies can defend and protect non-profit reputation in the fake news era.

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Section: Methodsmentioning

confidence: 99%

Refuting fake news on social media: nonprofits, crisis response strategies and issue involvement

Vafeiadis

Bortree²,

Buckley

et al. 2019

JPBM

View full text Add to dashboard Cite

show abstract

“…PR primarily uses campaigns for this purpose. According to Wiencierz et al (2015), campaigns can be understood as dramaturgybased, thematically limited and time-limited communicative strategies for generating public attention. Such campaigns have long been taken for granted in advertising because efficiency and effectiveness issues were raised at an early stage as a result of the high costs involved (e.g., Hallemann, 2008;Zielske, 1959).…”

Section: Hybridization Of Pr Versus Advertisingmentioning

confidence: 99%

The Innovation Function of Hybridization in Public Relations

Hoffjann

2021

MaC

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From content marketing and corporate publishing to storytelling and brand PR—the literature contains many examples of hybrid structures in strategic communication in general and more specifically in public relations (PR). The question that arises is which problem these hybrid structures solve. This article focuses on a systems theoretical basis on the function of these hybrid structures. Hybridization is understood as a process by which a social system adopts program structures of another system. Hybridization as a strategy assumes an innovation function in systems and facilitates learning. Hybridizations can be observed in PR on two logical levels: Firstly, PR is itself the result of a hybridization process. This is an example of how differentiated systems can originate from hybrid structures. Secondly, like every form of strategic communication, PR suffers from a lack of trustworthiness, attention and relevance of its communication objects. In order to be able to continue to influence decisions in the interest of those described positively, PR unscrupulously adopts structures of journalism, advertising and entertainment.

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“…The distance between purchasers (donors) and beneficiaries (clients) suggests that it is difficult for the former to assess or monitor the quality of the service provided to the latter (Sloan, 2009). With a high level of information asymmetry, others' positive endorsements play a critical role in prospective donors' charitable giving decisions (Wiencierz, Pöppel, & Röttger, 2015).…”

Section: Online Popularity As a Remedy For Information Asymmetrymentioning

confidence: 99%

Liked on Facebook, liked for real?: Nonprofits' online popularity and financial performance

Lee

2020

Nonprofit Mgmnt & Ldrshp

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Despite the increasing strategic importance of online popularity, there remain uncertainties about the direct link between nonprofits' online popularity and organizational outcomes and performance. This study examines the relationship between the number of “likes” on a nonprofit arts organization's Facebook page and its financial performance, focusing on how online popularity may reduce the information asymmetry between an organization and its stakeholders. The results show a positive correlation between the number of “likes” and nonprofits' charitable contributions and earned income while controlling for various organizational characteristics, including size. The findings also reveal that the correlation is twice as strong for earned income as for donations.

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Where Does My Money Go? How Online Comments on a Donation Campaign Influence the Perceived Trustworthiness of a Nonprofit Organization

Cited by 26 publications

References 34 publications

Refuting fake news on social media: nonprofits, crisis response strategies and issue involvement

Refuting fake news on social media: nonprofits, crisis response strategies and issue involvement

The Innovation Function of Hybridization in Public Relations

Liked on Facebook, liked for real?: Nonprofits' online popularity and financial performance

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