| dc.description.abstract | In recent years, social imbalances have led to numerous issues, with nonprofit organizations playing a crucial role in providing social services to enhance well-being. However, as government subsidies decrease and enterprises allocate their own resources to social services, nonprofits face resource shortages. This has intensified competition among similar organizations for these limited resources. To sustain their services, nonprofits rely on public donations and volunteer support, often needing to take proactive measures to secure necessary resources. Thus, effectively communicating their mission and values to the public is essential for acquiring the funds and resources needed for social services.
Reviewing the literature on nonprofit organizations, although some studies have separately explored how nonprofits communicate with target audiences through one-way or two-way communication, few have focused on combining different communication strategies (i.e., one-way communication, two-way asymmetric communication, and two-way symmetrical communication) to engage with audiences and inspire their recognition of the organization′s ideas or values, thereby contributing positively to the organization and society. Based on congruity theory, this study establishes a model to explore how nonprofits′ social media communication strategies (information broadcasting, reactive interaction, participatory interaction) influence audience value congruity, which in turn affects their citizenship behavior intentions towards other individuals (helping intention, volunteering intention) and towards the nonprofit organizations (donation intention, positive word-of-mouth intention). This study collected 521 valid samples and used the partial least square method to verify the hypotheses. The results show that nonprofits′ social media communication strategies positively affect value congruity between the organizations and their audiences, which in turn positively affects the audience′s willingness to engage in citizenship behaviors towards both other individuals and the organizations. The findings have important academic contributions and management implications. | en_US |