University of Twente Student Theses


The effect of frame and format on online engagement : "shares:, "followers" & donations for an NGO by social media

Dos Santos, V.V. (2017) The effect of frame and format on online engagement : "shares:, "followers" & donations for an NGO by social media.

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Abstract:In this study, the proposition that the video format for social media messages allows higher engagement and favorable behavioral intentions is examined in the context of an NGO, with social movement frames. This study aims to understand how NGO’s messages on social media can influence people’s online engagement and behavioral intentions by the type of message format (video or image) and frame (collective injustice, collective identity or collective efficacy) utilized. Also, this article investigates mediation effects from experiences that form engagement, besides Trust. It also studies moderation by peoples’ gender and their past and present donating behavior. In order to reach its objectives, this study performs an online experiment, where 195 participants answer to a survey after being exposed to the message of an NGO varying in the formats and frames of matter (a 2 x 3 experimental design). The dependent variables measured are the respondents’ engagement with the visualized message (formed by the gratifying experience of Information, Social Facilitation, Personal identity, Emotion and Collective Efficacy) and their behavioral intentions (of sharing the message, following the page or donating to the NGO). The results of the study show significant evidence that: 1) the video format causes higher experience of Emotion; 2) the frame Collective Identity causes higher experience of Information and Trust, which are reflected in higher behavioral intentions to follow the page and share the message; and 3) the video format with the Collective Injustice frame causes higher experience of Social Facilitation, but the opposite happens with the image format. There was no moderation. In conclusion, although different message formats and frames evoke different experiences and social media responses, the effects on intentions to donate do not vary, thus challenging NGOs’ marketers and leaders, who work for social movements, like the one portrayed in this study, and wish to leverage donations by social media. Implications for research and practice are discussed.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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