Service quality in social media communication of NPOs : The moderating effect of channel choice
(2021) In Journal of Business Research 137. p.579-587- Abstract
Social media communication is attractive for non-profit organizations (NPOs); however, the channels of social media are not homogeneous; a factor not sufficiently considered by empirical research. We address this gap by looking into the moderating effect of social media channel choice on the impact of brand trust on process and outcome quality. By surveying 174 customers of an Austrian NPO, we analyze different social media channels to investigate whether (1) the established wisdom of service marketing regarding the positive impact of brand trust on service quality holds in the social-media context and (2) whether the choice of social media channel moderates these relationships. The results confirm the established model of service... (More)
Social media communication is attractive for non-profit organizations (NPOs); however, the channels of social media are not homogeneous; a factor not sufficiently considered by empirical research. We address this gap by looking into the moderating effect of social media channel choice on the impact of brand trust on process and outcome quality. By surveying 174 customers of an Austrian NPO, we analyze different social media channels to investigate whether (1) the established wisdom of service marketing regarding the positive impact of brand trust on service quality holds in the social-media context and (2) whether the choice of social media channel moderates these relationships. The results confirm the established model of service quality. Knowledge from traditional marketing can still be applied in a digital environment. However, the moderation analysis highlights the relevance of social media channel choice and illustrates different effects on YouTube, Facebook, and Instagram. We discuss the implications.
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- author
- Gartner, Johannes LU ; Fink, Matthias ; Floh, Arne and Eggers, Fabian
- organization
- publishing date
- 2021-12
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Brand trust, Channel choice, Non-profit organizations (NPOs), Service marketing, Service quality, Social media
- in
- Journal of Business Research
- volume
- 137
- pages
- 9 pages
- publisher
- Elsevier
- external identifiers
-
- scopus:85114455901
- ISSN
- 0148-2963
- DOI
- 10.1016/j.jbusres.2021.08.026
- language
- English
- LU publication?
- yes
- additional info
- Publisher Copyright: © 2021 Copyright: Copyright 2021 Elsevier B.V., All rights reserved.
- id
- 144f886a-c1cb-4736-b892-6f0cb1daf1de
- date added to LUP
- 2021-09-20 13:29:29
- date last changed
- 2022-04-27 03:58:53
@article{144f886a-c1cb-4736-b892-6f0cb1daf1de,
abstract = {{<p>Social media communication is attractive for non-profit organizations (NPOs); however, the channels of social media are not homogeneous; a factor not sufficiently considered by empirical research. We address this gap by looking into the moderating effect of social media channel choice on the impact of brand trust on process and outcome quality. By surveying 174 customers of an Austrian NPO, we analyze different social media channels to investigate whether (1) the established wisdom of service marketing regarding the positive impact of brand trust on service quality holds in the social-media context and (2) whether the choice of social media channel moderates these relationships. The results confirm the established model of service quality. Knowledge from traditional marketing can still be applied in a digital environment. However, the moderation analysis highlights the relevance of social media channel choice and illustrates different effects on YouTube, Facebook, and Instagram. We discuss the implications.</p>}},
author = {{Gartner, Johannes and Fink, Matthias and Floh, Arne and Eggers, Fabian}},
issn = {{0148-2963}},
keywords = {{Brand trust; Channel choice; Non-profit organizations (NPOs); Service marketing; Service quality; Social media}},
language = {{eng}},
pages = {{579--587}},
publisher = {{Elsevier}},
series = {{Journal of Business Research}},
title = {{Service quality in social media communication of NPOs : The moderating effect of channel choice}},
url = {{http://dx.doi.org/10.1016/j.jbusres.2021.08.026}},
doi = {{10.1016/j.jbusres.2021.08.026}},
volume = {{137}},
year = {{2021}},
}