Despite plenty of studies on consumers’ word-of-mouth (WoM) behaviors as an essential tool in marketing communication strategy, there are limited non-profit marketing discussions. This research aims to build a theoretical model to understand donors’ emotional responses to prosocial WoM behaviors. The results provide both theoretical and programmatic insights for non-profit marketing strategies. We adopted Partial Least Square SEM (PLS-SEM) as a tool to draw a picture of the randomized survey on 500 cash donors’ WoM experiences and their relationships with some critical constructs in personality traits, motivations, and social capital. The results of the structural model analysis support our ten hypotheses. We found that Individual Social Responsibility (ISR) influences Hedonic Affection (HA) and Self-Actualization (SA) directly, while Altruistic Motivation (AM) both partially mediates them. On the other hand, Socal Capital (SC) and Influential Personality (IP) influence Self-Actualization (SA) directly with partial mediation effects by Self-Identity (SI).
International Journal of Information and Management Sciences,32(2),p.177-193