Social media communication is attractive for non-profit organizations (NPOs); however, the channels of social media are not homogeneous; a factor not sufficiently considered by empirical research. We address this gap by looking into the moderating effect of social media channel choice on the impact of brand trust on process and outcome quality. By surveying 174 customers of an Austrian NPO, we analyze different social media channels to investigate whether (1) the established wisdom of service marketing regarding the positive impact of brand trust on service quality holds in the social-media context and (2) whether the choice of social media channel moderates these relationships. The results confirm the established model of service quality. Knowledge from traditional marketing can still be applied in a digital environment. However, the moderation analysis highlights the relevance of social media channel choice and illustrates different effects on YouTube, Facebook, and Instagram. We discuss the implications.

社交媒体传播对非营利组织 (NPO) 具有吸引力；然而，社交媒体的渠道并非同质化；实证研究未充分考虑的因素。我们通过研究社交媒体渠道选择对品牌信任对流程和结果质量的影响的调节作用来解决这一差距。通过对奥地利 NPO 的 174 名客户进行调查，我们分析了不同的社交媒体渠道，以调查 (1) 服务营销关于品牌信任对服务质量的积极影响的既定智慧是否在社交媒体环境中成立，以及 (2)社交媒体渠道的选择会调节这些关系。结果证实了所建立的服务质量模型。来自传统营销的知识仍然可以应用于数字环境。然而，适度分析强调了社交媒体渠道选择的相关性，并说明了对 YouTube、Facebook 和 Instagram 的不同影响。我们讨论影响。