Số No.04 (35) 2025 (35)-2025 Journal of Finance & Accounting Research - Trang 54

Tóm tắt tiếng Việt:

English Summary:

While several studies have explored marketing implications in virtual environments, there has been limited focus on the factors influencing customer engagement in nonprofit organizations. Therefore, this paper aims to investigate the effect of social support on customer engagement within online nonprofit communities. The author conducted an online survey targeting individuals who follow nonprofit organizations' Facebook pages. The results indicate that emotional support plays a significant role in predicting customer engagement. This research adds to the existing literature on customer engagement in the context of online nonprofit communities and offers valuable insights for marketing practices.

Từ khóa: social support, customer engagement, nonprofit community.

Số lượt đọc: 12 - Số lượt tải về: 8

DOI Code: https://doi.org/10.71374/jfar.v25.i4.12