Abstract
This article analyses consumer evaluation of emotional content used in the digital communication of a charitable foundation. The theoretical part of the article discusses the influence of emotional content on consumer engagement in digital communication, the influence of emotional content on consu mer behaviour and the use of emotional content in digital communication of non-profit organisations. After summarising theoretical insights, the article presents research results based on a quantitative public survey. The quantitative public survey is useful for the research to collect information and clarify respondents’ behaviour, attitudes, awareness, opinions, and other information relevant to the research regarding the emotional content used by the charitable foundation in digital communication on the social network “Facebook”, and to find out how such content influences consumer behaviour. The research results revealed that consumers evaluate the charity and support fund’s emotional content as helping to shape societal moral norms, partially helping them feel part of the organisation’s community, and partially providing personal added value. The content most evokes emotions in consumers due to the sensitivity of the topic being communicated. For the majority of respondents, the content used evokes negative emotions and primarily helps them understand the relevance of the issue of poverty. According to the evaluation of the majority of respondents, the emotional content used by the organisation did not encourage behavioural changes; however, those who were encouraged to change their behaviour began donating more and wasting less food.