Engaging Your Feelings: Emotion Contagion and Public Engagement on Nonprofit Organizations’ Facebook Sites

This study investigated nonprofit organizations’ (NPOs) emotion-based content strategies on Facebook and publics’ engagement behaviors. More than 52,000 Facebook posts and corresponding comments were collected from the top 100 NPOs in the United States. The emotion-carrying status and valence of the...

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Veröffentlicht in:	Nonprofit and voluntary sector quarterly 2022-12, Vol.51 (6), p.1281-1303
Hauptverfasser:	Li, Zongchao Cathy, Ji, Yi Grace, Tao, Weiting, Chen, Zifei Fay
Format:	Artikel
Sprache:	eng
Schlagworte:	Contagion Emotions Negative emotions Nonprofit organizations Sentiment analysis
Online-Zugang:	Volltext
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