Nonprofit Organizations, Social Media, and Trust: How Self-Congruence Can Help Organizations Choose the Right Social Media Endorsers
Author:
Affiliation:
1. Department of Marketing and Health Care Management, Institute for Economics, University of Freiburg, Freiburg im Breisgau, Germany
Publisher
Informa UK Limited
Subject
Marketing
Link
https://www.tandfonline.com/doi/pdf/10.1080/10495142.2022.2130496
Reference64 articles.
1. In Nonprofits We Trust? A Large-Scale Study on the Public’s Trust in Nonprofit Organizations
2. The behavioural consequences of self-congruency in volunteers
3. The Perceived Fit between Instagram Influencers and the Endorsed Brand
4. Social identity theory: past achievements, current problems and future challenges
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