Year: 2023
Type: article
Abstract: One of the key challenges of non-profit organizations is the effective communication of values beneficial to society, such as altruism. Communication can be deemed effective if the message is memory encoded by the recipient. This paper applies social cognitive theory to analyze the determinants of the memory encoding of altruistic messages transmitted to audiences via television. The data were analyzed by the modified Delphi [M-Delphi) and Fuzzy Decision-Making Trial and Evaluation Laboratory [F-DEMATEL). The researchers initially proposed ten factors, and two factors were added after the first Delphi round. The analysis revealed three causal factors and four effect factors. The findings provide several contributions to communication literature. They also provide managerial implications for managers in non-profit organizations on the effective communication of altruism.
Source: Applied Sciences
DOI: 10.3390/app131810517
Author: Chi-Horng Liao
Institution: Tzu Chi University
Language: English
Topic: Media Influence and Health
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $2,558
OpenAlex ID: W4386929263