Table 2.

Database organization

Variable	Explanation	Posts inductively classified according to DART elements
Likes	Total of likes that the respective post received	N/A
Comments	Total of user comments the respective post received	N/A
Retweets	Number of times that users forwarded the post, by retweeting it	N/A
Dialogue	Dialogue means exchange of information and fosters constructive interaction (of knowledge and experiences) and the development of a shared beliefs (Gummesson and Mele, 2003)	Our Dialogue classification includes, but not only: general information, any TBT post, partnerships realized on the internet between NPO and other companies, tribute messages, a reading suggestion, etc.
Access	Customers want access to experiences. There is not just the “owning asset”. Ex: drinking an export type coffee in a supermarket	Our Access includes, but are not limited to: A call to interact with the NPO, a call to donate to the NPO through its partners, sales of a product, support to a cause/event directly related to the NPO, etc.
Transparency	Information is more readily available and accessible. Customers are increasingly able to access knowledge that previously was not available	It converges the organizational reliability and information given to the consumer. Without these elements, there is no possibility and factuality of co-creating value between organization and consumer (Prahalad & Ramaswamy, 2004). These elements (DART) arise from engagement (McColl-Kennedy et al., 2012). Examples of transparency mainly include annual reports and donation reports or videos of other organizations or partnerships donating to the NPO, etc.

Source: Authors (2021)