What is Contagious? Exploring why content goes viral on Twitter: A case study of the ALS Ice Bucket Challenge

This study employs Berger's 2013 STEPPS (social currency, triggers, emotion, practical value, public, and stories) framework for assessing the messaging factors that influence eWOM in the nonprofit sector. Thus, the authors first operationalize the key principles for the nonprofit sector, then examine viral content (1,000 tweets and linked videos) to demonstrate the applicability of these principles for theory building and practice. Our content analysis reveals that some principles (e.g., social currency, triggers, high‐arousal emotion, or public) are more prevalent than other principles (e.g., practical value or story). This study also explores the relationships between the 6 principles and the level of online engagement, revealing interesting results about what people post initially versus what they pass along from others in their network.     

From immersion to intention? Exploring advances in prosocial storytelling

Little empirical work has explored the psychological processes triggered by immersive technologies and how they might lead to more effective desirable prosocial outcomes. Thus, the current study explores two different modalities for presenting 360 videos—YouTube and head-mounted display (HMD)—as strategies for engaging audiences with cause-related stories. Across three stories, using these technologies led to the highest levels of presence, but there was no association between presence and increased attitudes towards the story content. Only narrative engagement impacted prosocial attitudes towards the video content. Data suggest that regardless of the technology used, telling engaging narratives that increase the viewer's self-efficacy is key to behavioral intentions—immersive technologies help viewers feel closer to the physical location of the narrative, but not the narrative itself.     

Relationship between Personal Technology Use and the Donor/Volunteer: A Parasocial Approach

ABSTRACT

An online questionnaire completed by 660 nonprofit stakeholders supported the idea that having a social media based personal connection to the nonprofit, resembling a parasocial friendship, had a significant impact on the stakeholder's intentions to support the organization in the offline community (e.g., volunteer, donate). Findings also indicate that when a stakeholder has a higher level of social connections and time spent online, there is a decrease in the intention to behaviorally support the organization.