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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
