Communicating With Nonprofit Publics In China: Applying the RISP Model to Prosocial Intentions

Anli Xiao, Holly Overton, Ruobing Li

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

This study applied the Risk Information Seeking and Processing (RISP) model to social risk information seeking and processing on social media and prosocial behavioral intentions. Survey data were collected among Chinese college students. Structural Equation Modeling revealed that the model can be successfully applied to social risk information seeking and processing on social media. Students who exhibit high tendencies for systematic information processing and for the interdependent self-construal are more likely to engage in prosocial activities. NPOs are suggested to target young adults with high inter-dependent self-construals, and to craft compelling messages on social media.

Original languageEnglish (US)
Pages (from-to)82-107
Number of pages26
JournalJournal of Promotion Management
Volume25
Issue number1
DOIs
StatePublished - Jan 2 2019

All Science Journal Classification (ASJC) codes

  • Marketing

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