I’M Just Trying to Help: How Volunteers’ Social Media Posts Alter Support For Charitable Organizations

We find that the facial expression a volunteer makes in a social media appeal for an organization impacts both perceptions of the volunteer and support intentions. Results show that humorous facial expressions lead to lower perceptions of volunteer sincerity and reduced likelihood of supporting the referenced charitable organization.



Citation:

Michelle Daniels, Kirk Kristofferson, and Andrea Morales (2018) ,"I’M Just Trying to Help: How Volunteers’ Social Media Posts Alter Support For Charitable Organizations", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 177-182.

Authors

Michelle Daniels, Arizona State University, USA
Kirk Kristofferson, Ivey Business School
Andrea Morales, Arizona State University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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