Nonprofit organizations (NPOs) are increasingly using social media as a communication platform to promote their charitable marketing efforts. The purpose of our research is to investigate how NPOs can enhance message effectiveness by utilizing a social media influencer and different product benefit appeals (utilitarian vs. hedonic) in their social media posts to enhance attitudes toward the donation campaign and word‐of‐mouth (WOM) intention, leading to higher donation behavior. Across two experimental studies, we show that an NPO's donation post (i.e., social media post promoting a donation campaign) is evaluated more favorably when paired with a hedonic benefit appeal, while an influencer's donation post is more favorable when paired with a utilitarian benefit appeal. Further, we find that the effects of source and product benefit appeal types on donation behavior are serially mediated by attitude toward the donation campaign and WOM intention. As the use of influencers is becoming increasingly popular to support fundraising and charitable causes, our findings provide timely implications for researchers and practitioners who are interested in optimizing NPO communication strategies in the digital landscape.

中文翻译：

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影响者和捐赠：来源和产品利益的影响

非营利组织 (NPO) 越来越多地使用社交媒体作为沟通平台来促进其慈善营销工作。我们研究的目的是调查非营利组织如何通过在其社交媒体帖子中利用社交媒体影响者和不同的产品利益诉求（功利主义与享乐主义）来提高信息有效性，以增强对捐赠活动和口碑的态度（ WOM）意图，导致更高的捐赠行为。在两项实验研究中，我们表明，非营利组织的捐赠帖子（即宣传捐赠活动的社交媒体帖子）在与享乐利益诉求结合时会受到更有利的评价，而影响者的捐赠帖子在与功利主义利益诉求结合时会更受欢迎。此外，我们发现来源和产品利益诉求类型对捐赠行为的影响是由对捐赠活动的态度和口碑意图连续调节的。随着利用影响者来支持筹款和慈善事业变得越来越流行，我们的研究结果为有兴趣在数字环境中优化非营利组织传播策略的研究人员和从业者提供了及时的启示。