2024
DOI: 10.1177/20570473231224822
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Message (in)congruence: Tweeting while competing for donations

Jamie Levine Daniel,
Cali Curley,
Marlene Walk

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 confir… Show more

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