Leveraging Artificial Intelligence–Powered Chatbots for Nonprofit Organizations: Examining the Antecedents and Outcomes of Chatbot Trust and Social Media Engagement

Abstract

ABSTRACT With the growing utilization of artificial intelligence–powered chatbot services in the realm of nonprofit communication and the increasing significance of public engagement on social media platforms, researchers are facing a pivotal question: How can nonprofit organizations effectively harness chatbot technologies to influence the public's social media engagement and foster donation intention? In this study, we explore this question by integrating theoretical insights from social exchange theory, the service robot acceptance model, and pertinent prior literature. A survey involving 591 chatbot users located in the United States was conducted to explore the interplay between the functional and emotional values attributed to chatbots and their impacts on users' trust in the World Health Organization's chatbot services, subsequently influencing social media engagement and donation intention. The findings of this study have valuable theoretical and practical implications for nonprofit organizations seeking to optimize their use of chatbot technologies, with the goals of enhancing user engagement and encouraging donation behavior.