Does Social Media Marketing Incorporating Accreditation Information Enhance Online Users’ Positive Behavioral Intentions Toward Nonprofit Organizations?

ABSTRACT

Despite the increased adoption of social media marketing and accreditation practices by NPOs, little attention has been paid to their active promotion of accreditation information on social media and its potential impact on people’s attitude or behavioral change. This study examines whether the integration of accreditation information in nonprofit organizations’ social media marketing affects online users’ attitudes and behavioral intentions toward the promoted nonprofits This study conducts an online experiment using fictitious social media pages that include identifiable information on the NPOs’ environmental causes combined with an accreditation logo on public charities’ accountability as a device to test the signaling effect. This study created a factorial design of (2 × 2) by the combination of the existence of an accreditation logo (presence/absence) and the environmental awareness level (high/low). A total of 146 completed responses from graduate and undergraduate students of a public university were used for the analysis. Results show that respondents, having a high level of environmental awareness, demonstrated more positive attitudes toward the advertised nonprofits with certificate logo. This study suggests that the implementation of social media marketing with accreditation logo should be approached with caution, as it could potentially backfire with individuals with low environmental awareness.

KEYWORDS:

• Accreditation
• attitudes
• environmental awareness
• experimental design
• nonprofit organizations
• social media marketing

Disclosure statement

No potential conflict of interest was reported by the author(s).