A Study Of The Effect Of Nonprofit Organization Social Media Marketing On Consumers Charitable Behavior Intention

Trapped in the recent trust crisis,non-profit organizations need to expand the marketing channels to obtain charitable resources which is necessary for survival and development.With the rise of social media,because it can help organizations to reach consumers,build relationships with consumers,and effectively access to resources to support causes at a lower cost,and has become a powerful tool for network marketing of many companies and nonprofit organizations.At the same time,consumers has become accustomed to use social media for searching commercial and public information,online shopping and payment,as well as to interact online witch enterprises and organizations.From the practical point of view,consumer access to cause information and donated on social media has become more common.However,the literature review indicated that,the research about non-profit organizations' social media marketing behavior affects individual charitable behavior is very scarce.Most domestic scholars have carried out qualitative research,and just pointed out that the importance of social media for nonprofits to disclose the information and public relations to build.The foreign scholars mainly from the perspective of Nonprofit Organizations,discussed the application of social media marketing strategy,and compared with other different types of organizations in the application of social media.Therefore,the mechanism of non-profit organizations' social media marketing behavior affects individual charitable behavior from the personal level is not analyzed.Based on the above phenomena and background of literature review,this study is the first to explore the path of the effect of non-profit organizations' social media marketing behavior on individuals from personal level.In this study,using questionnaires,laboratory analysis and other quantitative analysis methods,first we discuss how the social media marketing behavior of non-profit organizations affects the behavior of individuals,by proposing the mediating model of the trust and satisfaction and validate this question.Secondly,from the perspective of individual moral qualities,explores how the personal moral identity affects the effect of social media marketing activities of non-profit organizations on charitable giving intention,mainly for the disclosure activity.Finally,from the information frame and personal construe level,explored when the non-profit organization social media marketing information frame affect individual behavior intention,mainly analyzes the fit between non-profit organization social media marketing message frame type and resource type of the cause influence the behavior of individuals.By using different empirical analysis,the study get the following conclusions:First,social media marketing activities of non-profit organizations affect consumer trust and satisfaction,while trust and satisfaction enhance consumer electronics word of mouth and willingness to donate,but consumers' organization transparency perception do not have a positive impact on consumer satisfaction;second,satisfaction compared to trust have more powerful to promote willingness of donations and consumer electronic word of mouth;third,consumer with high moral identity internalization level compared to other consumers have stronger donation intention under the same perceived transparency;fourth,consumers with high level of moral identity symbolization compared to other consumers have weaker donation intention under the same perception of transparency;fifth,the disclosure information frame which is kind of prevention focus can activate consumers' low level of construed,and the dissemination information frame which is kind of promotion focus can activate the high level construe of consumer;the sixth,when the consumer is in the frame of disclosure,If the resources which non-profit organization demands is funds,in contrast to the consumer in the dissemination information frame,they have a stronger willingness to donate.Conversely,when the consumer is in the dissemination information frame,if the demands of resources is time,compared to consumers in the disclosure information frame,these consumers have greater willingness to donate.Therefore,this study from different perspectives on personal level made the gradual deepening research and analysis for the theme to discuss.The results will help to enrich the theory and practice of social media marketing of non-profit organizations.Finally,the lack of research and future research directions are also discussed at the end of the paper.