Why Nonprofits Are Easier to Endorse on Social Media (1/8)

Originally shared in the Journal of Interactive Marketing, the framework of this article discusses how nonprofits are genuinely viewed as more favorable and trustworthy compared to for-profit organizations. Through research and study, the authors (Bernritter, Verlegh, & Smit, 2016) share their findings alluding to how nonprofit organizations convey a sense of warmth and connection to their respective constituents. In essence, the research would seem to indicate that nonprofit organizations connect in a more relational way while for-profits are looking to make a sale.

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