Moral Identity-Driven Communication Model for the Not-For-Profit Sector: A Social Media Context

This thesis proposes a novel communication framework that aims to help not-for-profit organisations strategically shape their social media messages in order to generate consumer support for social causes. Grounded in moral identity theory, the framework suggests that marketers have the power to trigger consumers’ moral identity by strategically framing social media messages. This approach has the potential to motivate consumers to embrace and actively endorse social causes on social media. The research further identifies the specific conditions within social media environments that maximise the impact of moral identity-driven messages on consumer online endorsements.