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Fabienne Bünzli
Title
Dr.
Last Name
Bünzli
First name
Fabienne
Email
fabienne.buenzli@unisg.ch
Phone
+41 71 224 2776
Now showing
1 - 10 of 13
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PublicationType: journal articleJournal: Journal of Philanthropy and Marketing
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PublicationStrategizing for social change in nonprofit contexts: A typology of communication approaches in public communication campaigns( 2018)Public communication campaigns aim to create social change by influencing audiences’ behaviors and thus help nonprofit organizations fulfill their mission. These campaigns, however, often fail to deliver their anticipated impact. Using public relations research as a theoretical lens, this paper’s contribution is twofold: first, we develop a typology that classifies the different communication approaches used in public communication campaigns. Based on one of the most prominent public relations theories, the Four Models of Public Relations, we differentiate communication approaches along the dimensions of communication purpose and communication style. Combining these two dimensions in a typology, we identify the following communication approaches: directing, platforming, mobilizing, and involving. We provide numerous real-life examples of public campaigns for each one. Second, we formulate propositions about these communication approaches’ effectiveness relying on a key concept of public relations research: namely, audience segmentation. Using the transtheoretical model, we show that audiences can be segmented along five “stages of readiness to adopt a promoted behavior.” Conceptualizing behavior change as an iterative, dynamic process that entails stage progresses as well as backdrops, we derive how audiences’ “stage of readiness” relates to the effectiveness of the identified communication approaches.Type: journal articleJournal: Nonprofit Management and LeadershipVolume: 29
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PublicationVisual Relationship Building on Facebook: Nonprofit Organizations’ Use of Photos to Cultivate Relationships and Stimulate User Engagement( 2023)Facebook has become an important strategic tool for nonprofit organizations to cultivate relationships with their stakeholders. But although Facebook is a predominantly visual medium, it is largely unknown how photographs contribute to relationship building. Using politeness theory as a theoretical framework, we argue that photographs facilitate relationship building to the extent to which they include politeness cues that support people's desire for autonomy (negative face wants) and their desire for approval (positive face wants). We then offer a systematic overview of visual politeness cues employing Kress and van Leeuwen's (2006) theory of visual grammar. A content analysis of 1,370 Facebook posts of U.S. health charities was conducted to examine the effects of these visual politeness cues on relationship building success, measured by the extent to which people engage with a post by liking and sharing it as well as commenting on it. The findings provide consistent support for our hypotheses suggesting that engagement is significantly greater when photos include visual politeness cues (vertical angle: high angle and eye level angle; horizontal angle: frontal angle; contact: direct gaze; physical distance: medium and long shots).Type: conference paper
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PublicationType: conference paper
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PublicationType: conference paper
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PublicationType: conference paper
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PublicationType: conference paper
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PublicationType: conference paper
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