Promoting charitable donation campaigns on social media

Abstract

It is salient to investigate how to increase persuasiveness of donation campaign messages communicated on social media. The purpose of this paper is to propose that a construal fit between different message frames (loss/gain framing and desirability/feasibility framing) and donation temporal proximity enhances the persuasiveness of charity donation messages. A convenience sample of 120 adults in Izmir voluntarily participated in this study and participants were randomly assigned to one of four experimental conditions. This research shows that gain-framed donation-promoting messages paired with desirability-framed messages are more effective on distant-future donation intentions, whereas loss-framed messages paired with feasibility-framed messages are more effective on near-future donation intentions. The findings of this paper are to figure out ways to enable marketers to develop effective Corporate Social Responsibility strategies for telecommunication service companies to encourage consumers' charitable donations in a social media context.