Nonprofit organizations (NPOs) are increasingly using social media to spread campaigns. Little research has focused on the influence of user comments on trust in NPOs regarding campaigns in social media. Stakeholders’ trust is seen as important for NPOs.
Two experimental studies examine the influence of user comments with different connotations concerning campaigns that were published on the social networking site Facebook.
The first experiment focused on the World Wide Fund for Nature (WWF). The second experiment applied to a fictitious NPO, to avoid reputation influence. Irrespective of the NPO’s reputation, the results show that user comments in social media influence the perceived trustworthiness of NPOs.
Trustworthiness is fundamental to acts of trust such as those taking the form of a donation....