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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
Doc. dr., Associate Professor Miglė Šontaitė-Petkevičienė — 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
