Event‐Related Attributes Affecting Donation Intention of Special Event Attendees

The practice of increasing donations through special events has significant financial implications for charitable organizations. However, little is known about how such events can be organized to increase individuals’ donation intention beyond their event attendance. In this case study, a post‐event survey was conducted with attendees of a professional golf tournament operating as a special event to identify event‐related attributes that affected their intention to donate to the cause supported by the event. The results indicate that attendees’ donation intention was positively associated with their event satisfaction, perceived contributions of the event to the cause, and sense of camaraderie at the event. Furthermore, the effects of event satisfaction and camaraderie were stronger for attendees whose primary motivation for attending the event was unrelated to cause support. These results support hypotheses drawn from social exchange theory and provide implications for charitable organizations engaging in special events.     

The Effect of Social Information on Giving from Lapsed Donors: Evidence from a Field Experiment

Using data from an experiment carried out by a large nonprofit organization, this paper finds that lapsed donors who received a solicitation letter referencing a relatively high donation made by another donor (high social information) were more generous in giving, but overall less likely to make a donation, relative to the baseline (low social information) group. After using the propensity score matching to correct for pretreatment differences in the two experimental groups, the estimated effect of high social information on the average donation amount is an increase of $14.95 (45 %). However, high social information is also found to reduce the probability a lapsed donor will give by 4.1 %. Thus, high social information can have potentially offsetting effects when applied to lapsed donors. Nonprofits should consider this trade-off when employing social information fundraising techniques to solicit donations from lapsed donors.     

How European PR practitioners handle digital and social media

The European Communication Monitor (ECM) 2010 showed that digital communication and social media have grown in importance in the media mix of European organizations. Both new media types are positively correlated to the perceived impact of public relations (PR) in the organization. Specifically social networks and online videos are considered the most important social media tools. Also European practitioners expect that the content of communication will become more important as and when the use of social media further increases. The consequence that everyone within the organization is able to spread information is perceived as the most problematic aspect of social media. A potential problem is that only about one third of the European organizations have implemented social media policies with communication consultancies leading the way. Communication consultants consider social media significantly more important than practitioners working in organizations.     

The Effects of the Facial Expression of Beneficiaries in Charity Appeals and Psychological Involvement on Donation Intentions

To increase the effectiveness of fundraising campaigns, many human‐need charities include pictures of beneficiaries in their ads. However, it is unclear when and why the facial expression of these beneficiaries (sad versus happy) may influence the effectiveness of charity ads. To answer these questions, an experiment was conducted to investigate the effect of the facial expression on donation intentions, while considering the moderating role of psychological involvement with charities. It found that psychological involvement with charities moderated the impact of the facial expression on donation intentions in that seeing a picture of a sad versus happy person increased intentions to give among participants with lower levels of psychological involvement, whereas the reverse was true for highly involved participants. The moderating effect of psychological involvement was fully explained by the perceived efficacy of one's donation. The findings not only contribute to our understanding of the effect of the facial expression of people pictured in charity appeals on donation behavior, but also suggest that nonprofits should tailor their ads to target potential donors with various levels of psychological involvement with charities.     

Different or Equal Treatment? Donor Priority Strategy and Fundraising Performance Assessed by a Propensity Score Matching Study

Many nonprofit organizations apply a priority strategy to their donors instead of treating donors equally. The underlying assumption of this strategy is that different and preferential treatment of donors according to their donation amount positively affects fundraising performance. We conducted a propensity score matching study to analyze the fundraising strategies of seventy‐three cultural organizations in Germany. The empirical findings are discussed and complemented by qualitative data from twenty interviews with fundraising managers and private donors. The results show that, in terms of fundraising performance, nonprofit organizations that apply a donor priority strategy outperform organizations that treat donors equally. A donor priority strategy ultimately leads to a 125 euro higher total revenue per donor and an 87 euro higher profit per donor due to cost savings via better use of fundraising resources.     

Interface methods: renegotiating relations between digital social research,STS and sociology

This paper introduces a distinctive approach to methods development in digital social research called ‘interface methods’. We begin by discussing various methodological confluences between digital media, social studies of science and technology (STS) and sociology. Some authors have posited significant overlap between, on the one hand, sociological and STS concepts, and on the other hand, the ontologies of digital media. Others have emphasized the significant differences between prominent methods built into digital media and those of STS and sociology. This paper advocates a third approach, one that (a) highlights the dynamism and relative under‐determinacy of digital methods, and (b) affirms that multiple methodological traditions intersect in digital devices and research. We argue that these two circumstances enable a distinctive approach to methodology in digital social research – thinking methods as ‘interface methods’ – and the paper contextualizes this approach in two different ways. First, we show how the proliferation of online data tools or ‘digital analytics’ opens up distinctive opportunities for critical and creative engagement with methods development at the intersection of sociology, STS and digital research. Second, we discuss a digital research project in which we investigated a specific ‘interface method’, namely co‐occurrence analysis. In this digital pilot study we implemented this method in a critical and creative way to analyse and visualize ‘issue dynamics’ in the area of climate change on Twitter. We evaluate this project in the light of our principal objective, which was to test the possibilities for the modification of methods through experimental implementation and interfacing of various methodological traditions. To conclude, we discuss a major obstacle to the development of ‘interface methods’: digital media are marked by particular quantitative dynamics that seem adverse to some of the methodological commitments of sociology and STS. To address this, we argue in favour of a methodological approach in digital social research that affirms its maladjustment to the research methods that are prevalent in the medium.     

Staging environmental risk: a methodological cosmopolitanism approach to Chinese media events

The aim of this study is to enrich Beck's (2016) concept of methodological cosmopolitanism and digital metamorphosis from the perspective of communication researchers using a ‘media event', namely the live broadcasting of history through communication technology (Dayan and Katz 1992) as the research unit. Based on our observation of media events of environmental crises in China, we argue that digital metamorphoses are happening, albeit in a complicated form. These disruptive events that netizens evoke, participate in and resolve make a stronger and longer lasting impact on the social consensus about environmental protections than do pre‐set pseudo‐events. The effects of the digital empowerment of people are, however, case specific and the nation‐state still dominates many media events pertaining to environmental crises.     

The ‘proper’ way to spread ideas through social media: exploring the affordances and constraints of different social media platforms as perceived by Italian activists

Social media have become a relevant arena for different forms of civic engagement and activism. This article focuses on the affordances and constraints of different social media platforms as they are perceived by Italian activists. Instead of focusing on single protest movements, or on single platforms, we adopt a media ecological approach and consider a variety of environments where people can choose to express protest‐related content. Our main goal is to explore whether, and how, the affordances and constraints of different social media platforms are perceived by users, and how such perceived differences are integrated in everyday social media activities. To this end, we combined in‐depth interviews with an adapted version of the cognitive walkthrough and thinking aloud techniques. Respondents reported that they act on social media platforms according to specific representations of what each platform ‘is’, and how it works. Such perceptions affect users’ protest‐related social media practices. Although they perceive major social media platforms filtering strategies and are aware, to different extents, of their commodified nature, they report continuing to use them for activism‐related communication, often adopting an instrumental approach.     

Can strategic message framing mitigate the negative effects of skeptical comments against corporate-social-responsibility communication on social networking sites?

This study connected framing theory with corporate social responsibility (CSR) communication literature to examine whether a CSR message that emphasizes customers’ contribution to CSR efforts can enhance CSR communication and mitigate the negative effects of skeptical comments from other users on social networking sites (SNSs). Specifically, this study examined whether a customer-credit-sharing CSR message, compared to a conventional self-promoting message, better mitigated the effects of skeptical comments from other SNSs users on values-driven motives perceived by customers, customers’ positive attitudes, and behavioral intentions. It also explored whether the effects of strategic framing changed when skeptical comments were made online by friends or strangers. A total of 400 customers participated in an online between-subjects experiment. The results showed that the credit-sharing message better protected perceived values-driven motives and positive attitudes toward the company after the customers were exposed to skeptical comments, regardless of who posted the skeptical comments. Customers who read the credit-sharing message also showed stronger intention to defend the company’s CSR efforts and stronger purchase intention when the skeptical comments came from a friend. More theoretical and practical implications are discussed.     

Watching online videos interactively: the impact of media capabilities in Chinese Danmaku video sites

In China, the implementation of a Danmaku social media system to sustain and raise user interest in online video sites is an increasingly widespread phenomenon. Danmaku technology is used to display users’ messages in written text on the online video stream. Little is known about the effects of this form of interactive enhancement. The aim of this empirical study is to evaluate the evolving media capabilities of the Danmaku system and their effects on users’ perceptions of interactivity and their intentions to continue using Danmaku. We draw on media synchronicity theory and apply it to a stimulus-organism-response model. Using this framework, we hypothesize that the media capabilities of the Danmaku system, namely its transmission velocity, parallelism, symbol sets, rehearsability, and reprocessability, elicit increased interactivity, which influences users’ instantaneous intentions to share and to continue the use of the Danmaku system. The results showed that both users’ instantaneous intention to share and their intention to continue to use were significantly affected by the perceived interactivity. Unlike the results of previous studies, our findings showed that all five media capabilities positively affected the users’ perceptions of interactivity. The potential theoretical and practical implications of our findings are discussed.     

Examining the effects of internal social media usage on employee engagement

This study explores whether and how internal social media influences employee engagement, a top priority for those working in public relations. Specifically, it proposes and tests a conceptual model that links employee use of internal social media, perceived organizational transparency, and organizational identification, to employee engagement. Through an online survey of 1150 employees from various organizations in the United States that had adopted internal social media, results show that employees’ use of internal social media contributes to an enhanced level of perceived transparency of the organization and organizational identification, which in turn, leads to employee engagement. Theoretical and practical implications of the findings are discussed.     

Responding to a Health Crisis on Facebook: The Effects of Response Timing and Message Appeal

This study examined the effects of timing and message appeal of a crisis response on organizational perceptions and behavioral intentions on social media. Using a health crisis scenario, a 3 (one hour vs. one day vs. one week after the crisis) × 2 (emotional vs. rational appeal) between-subjects experiment (N = 502) found that a crisis response posted one day after the crisis on Facebook elicited greater trust towards the hospital in crisis compared to a response posted in one week. The one-hour response and one-day response did not show differential effects on trust towards the hospital. The effect of timing was mediated by perceived credibility of the crisis response. In addition, the emotional appeal triggered greater trust, perception of reputation, and intention to “like” the post; whereas the rational appeal elicited greater intention to share and comment on the post. The study provides both theoretical and practical implications.     

Illegal Aliens,Criminals, and Hypersexual Spitfires: Latin@ Youth and Pedagogies of Citizenship in Media Texts

This article aims to broaden the ways we conceptualize citizenship and implement citizenship education in social studies. To do so, the authors explore media texts as a curricular and pedagogical site for teaching lessons about citizenship. Specifically, the authors investigate how media drafts the boundaries of citizenship for Latin@ youth, and influences how young people come to understand who is and who is not perceived as a citizen entitled to rights and freedoms. Media texts, like formal social studies curricula, are powerful and enduring educators that shape how students know the world and imagine their place in it. Therefore, this article addresses how social studies teachers can integrate media texts into the classroom to explore representations of Latin@s and the impact that media has on our citizenship identities and experiences.     

Risk perception of food safety issue on social media

This study aims to investigate individuals’ risk perceptions of food safety by extending the heuristic and systematic information processing model (HSM) to the social media context. Specifically, we examine the predictors of risk perceptions of food safety, including social media attention, social media credibility, as well as systematic and heuristic processing. A convenient sample of 640 adults was collected in China. Structural equation modeling was used to test the effects of social media attention and social media credibility on public risk perceptions of food safety, with information processing as mediating factors. The findings indicated that social media attention and social media credibility motivate systematic processing, which in turn promote risk perception of food safety. However, the mediating effect of heuristic processing was not found. Implications for theory and practice were discussed.     

Corporeal Interactions in VRChat: Situational Intensity and Body Synchronization

Erving Goffman's work on interaction in everyday life focuses on joint spatio-temporal and face-to-face situations and denies the constitution of social situations via mediatized interaction. In contrast, we argue that shared immersive media such as Social Virtual Reality enable intense, delocalized forms of co-present interactions that constitute closeness and intimacy. By discussing Goffman in the context of current works that open up his perspective for mediatization, we present an understanding of social situations that focuses on intensity and synchronized embodiment—physical, digital, and corporeal. On the Social VR platform VRChat, synchronized bodies allow for intimate corporeal practices, such as cuddling, dancing, or cybersex. Virtual Reality technology facilitates delocalized forms of affective-bodily interaction, thereby contributing to the social negotiation of mediatized closeness and intimacy—despite physical distance. Our findings are based on a digital ethnographic analysis of lifeworlds and practices of enthusiast VRChat-users, combined with qualitative semi-structured interviews.     

Employees as information influencers of organization’s CSR practices: The impacts of employee words on public perceptions of CSR

This study investigates the impact of employees’ words about their organization’s corporate social responsibility (CSR) activities on external publics’ attitudes and behaviors toward the organization. Specifically, it examines how the valence (positive vs. negative) of employees’ words regarding a CSR campaign interacts with the type of channel (face-to-face vs. social media) of employees’ communication behaviors, and how these factors affect external publics’ perceived authenticity of the organization’s CSR, corporate attitudes, and purchasing intentions, respectively. An online experiment among 221 general consumers in the United States was conducted. The results demonstrated that negative messages regarding CSR distributed by employees in face-to-face communication decreased publics’ favorable attitudes and behavioral intentions to a greater extent than that distributed via social media (i.e., Facebook). However, the effect of communication channel became insignificant when positive messages regarding CSR were shared by employees. The results further showed that perceived authenticity mediated the effects of channel and message valence on publics’ attitudes and behavioral intentions. Theoretical and practical implications for CSR practices and employee communication are discussed.     

Techno‐social Life: The Internet,Digital Technology,and Social Connectedness

This essay explores what it means to be socially connected in a techno‐social world. It describes how a “triple revolution” in social connectedness has been catalyzed by the ever‐increasing use of the Internet, mobile communication, and social media networking (Rainie and Wellman 2012). It argues for the usefulness of the concepts of the community and the network in understanding how social connectedness is created and experienced in the use of digital (computerized) communication technology. It examines some of the consequences – both benefits and hazards – of being near‐continuously available to one another via the Internet, mobile phones, and social media. And it describes how digital (online) and face‐to‐face (offline) spaces become fully integrated and experienced as a single, enmeshed reality. The article concludes that people's use of digital communication technology tends to strengthen social connectedness and prompt, not deter, face‐to‐face interaction and local community ties.     

“Katrina Bloggers Activate!”: The Long‐Term Effects of Digital Media on Civic Participation

There is a lively debate on the relationship between digital media and civic participation. Some scholars argue that digital media adversely affect civic participation, others that the effect of digital media on civic participation is negligible, and still others claim that digital media strengthens civic participation. Yet, most of this research is based on cross‐sectional methodologies, treats digital media as a uniform entity, and overlooks new civic formations that better resonate with current social and technological environments. We address these criticisms with a retrospective case study of blogging in the wake of hurricane Katrina. Through in‐depth interviews, supplemental survey data, analysis of blog posts, and field notes, we show how a number of New Orleans’ residents used blogs to organize and take part in a variety of civic actions in the months and years after hurricane Katrina. We discuss the implications of these findings for current debates on the relationship between digital media and civic participation.     

Media variants,situation awareness,and protective public-health behaviors

This study investigates the effect of exposure to traditional and social media on protective behaviors during a public health emergency, mediated by situation awareness composed of perceived knowledge and perceived threat. Under the context of the worldwide spread of Ebola in 2014, a survey conducted in Hong Kong showed that, compared to exposure to social media regarding the emergency, exposure to traditional media produced a higher level of situation awareness, which further affected protective behaviors in a public health emergency. In addition, the effect of traditional media exposure on protective behaviors was significantly mediated by both perceived knowledge and perceived threat. However, the effect of social media exposure on protective behavior was only significantly mediated by perceived knowledge, but not by perceived threat.