Crafting the messages for environmental NGOs: how narrative medium and mode shape different engagement levels

Seeking to understand how Environmental non-governmental organizations (ENGOs) can optimize their message design in social media, this study explores the impact of two narrative strategies on multiple levels of audience engagement. With many studies in charity appeals on how to better design the message, limited research was conducted regarding messaging strategies on social media. To fill these gaps, we investigate the effects of the narratives, including social media narrative medium (videos, posters, posts) and narrative mode (personalized narrative), on different engagement levels. A scenario-based experiment method was adopted. The results show that personalized narratives significantly affect short-term behavioral intention (information-related behavior and one-time donation). In contrast, the narrative medium does not have a significant effect on both short-term and long-term behavior (green behavior and volunteering). This research contributes to the message-level literature on ENGO social media communication and provides practical implications for ENGOs in terms of crafting messages.