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Research Article
The Usage of Emotional Content in Digital Communication: The Case of Lithuanian Charitable Foundation
Viktorija Kundrotaitė — Faculty of Economics and Management, Vytautas Magnus University
Miglė Šontaitė-Petkevičienė, Doc. dr., Associate Professor — Vytautas Magnus University, Faculty of Economics and Management
Abstract
The article analyses how emotional content used in a charitable foundation's digital communication affects consumer responses, memorability of messages and attitudes towards giving behaviour.
Keywords
emotional contentdigital communicationcharitable foundationconsumer behaviournon-profit marketing
Cite this article
Kundrotaitė, V., & Šontaitė-Petkevičienė, M. (2024). The Usage of Emotional Content in Digital Communication: The Case of Lithuanian Charitable Foundation. Management of Organizations: Systematic Research, 92(1), 51–70. https://doi.org/10.2478/mosr-2024-0011
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