Message Appeals of Social Media Postings: An Experimental Study on Non-Governmental Organization

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Edis L. B., Kiliç S., Aydin S.

JOURNAL OF NONPROFIT & PUBLIC SECTOR MARKETING, cilt.37, sa.3, ss.329-349, 2025 (ESCI, Scopus) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 37 Sayı: 3
  • Basım Tarihi: 2025
  • Doi Numarası: 10.1080/10495142.2024.2377975
  • Dergi Adı: JOURNAL OF NONPROFIT & PUBLIC SECTOR MARKETING
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, Academic Search Premier, IBZ Online, ABI/INFORM, Business Source Elite, Business Source Premier, EBSCO Education Source, Library, Information Science & Technology Abstracts (LISTA), PAIS International, Political Science Complete, Psycinfo, Public Administration Abstracts, Public Affairs Index, Worldwide Political Science Abstracts
  • Sayfa Sayıları: ss.329-349
  • Anahtar Kelimeler: Gender, message appeals, neuromarketing, non-governmental organizations, social media
  • Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
  • Hacettepe Üniversitesi Adresli: Evet

Özet

https://www.tandfonline.com/doi/full/10.1080/10495142.2024.2377975 

One of the primary objectives of non-governmental organizations (NGOs) is to raise awareness and funds for social issues. In this respect, social media represents a crucial tool for NGOs to disseminate their messages to large audiences. This research assumes that the level of impact of message appeals may differ according to the gender of the participants. The aim of this research is to determine the differences in the level of impact of message attractiveness according to the gender of the participants. The social media platform under investigation is Instagram, the second most widely used social media platform in Turkey, according to the We Are Social 2021 social media report. In this context, stimuli for message appeals were selected from the Instagram account of UNICEF Turkey, which is effective in the fight against poverty and is the primary sustainable development goal of the United Nations. The levels of impact of the message appeals on the participants were analyzed in 48 individuals using electroencephalography (EEG), eye tracking, and survey methods. The results of the research indicated that the level of impact of the message attractiveness on the participants differed according to their gender. This suggests that social campaigns may be more effective if their messages are designed with the understanding that they will be perceived differently by the audience. Furthermore, the adoption of personalized advertising activities by NGOs may also be beneficial.