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Determinants of Zakat donor behavior in a Gulf state

Sarah AlShamali (Department of Business and Economics, American University of Kuwait, Salmiya, Kuwait)
Shihanah AlMutairi (Department of Business and Economics, American University of Kuwait, Salmiya, Kuwait)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 16 December 2022

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Abstract

Purpose

This paper aims to investigate the donor characteristics of Muslim donors and fills the gap by empirically surveying Muslim donors from Kuwait. The authors believe their sample choice to be of importance due to the stark contrast between the Kuwaiti and Asian environment, of which much of the literature’s findings on Muslim donor behavior was based on.

Design/methodology/approach

The characteristics studied include demographics, socioeconomics, individual attitudes, trust perceived generosity among others identified in the literature. Data was gathered by disseminating 320 surveys to better understand which variables have significant influence on an individual’s charity behavior. Statistical analysis using regression method was used to analyze the data.

Findings

The findings report that fundraising campaigns, perceived financial security are significant and there is also a significant association between certain charity activities and gender. The findings have implications on market segmentation and promotional strategies aimed toward similar donor profiles and for the charities soliciting Zakat who are based in the Gulf Cooperation Council region.

Originality/value

The contributions of this manuscript further the knowledge of donor behavior and thus enrich the body of work within research that explores the role of marketing in philanthropic and non-profit organizations. This study provides deeper insights into the Muslim’s donor behavior and from a managerial standpoint, facilitates on how to target them effectively when soliciting donations or raising funds for campaigns within Muslim communities, an area that has received little attention from research investigating marketing for nonprofit organizations.

Keywords

Citation

AlShamali, S. and AlMutairi, S. (2022), "Determinants of Zakat donor behavior in a Gulf state", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-04-2021-0113

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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