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This purpose of this article is to solve the problem of bidding on keywords in newly set-up search engine advertising campaigns. Advertisers setting up search engine advertising campaigns for the first time need to place bids on keywords, but typically lack experience and data to determine ranks that maximize a keyword’s profit (generally referred to as a cold-start problem).

The authors suggest that advertisers collect data from the Google Keyword Planner to obtain precise estimates of the percentage increases in prices per click and click-through rates, which are needed to calculate optimal bids (exact approach). Together with the profit contribution per conversion and the conversion rate, the advertiser might then set bids that maximize profit. In case advertisers cannot afford to collect the required data, the authors suggest two proxy approaches and evaluate their performance using the exact approach as a benchmark.

The empirical study shows that both proxy approaches perform reasonably well, the easier approach to implement (Proxy 2) sometimes performs even better than the more sophisticated one (Proxy 1). As a consequence, advertisers might just use this very simple proxy when bidding on keywords in newly set-up search engine advertising campaigns.

This research extends the stream of literature on how to determine optimal bids, which so far focuses on campaigns that are already running and where the required data to calculate bids are already available. This research offers a novel approach of determining bids when advertisers lack the aforementioned information.

Milaap is a popular medical crowdfunding platform in India, enabling interaction between those who want to raise funds and those who want to donate. To achieve the critical mass Milaap had to increase the trust among the donors and ensure a higher success rate of the campaigns. Milaap provided two types of services: Do it Yourself (DIY), and Supported Campaign (SC). Milaap charged 5% of the raised amount from the DIY campaigns and 15% of the raised amount from the SC. Overall the chances of success were high in the SC. The case explores the dilemma of type of service to be prioritized.

This study aims to understand if an online dating app is considered an acceptable channel to conduct advertising activities and understand the differences between Generations X, Y and Z for such acceptance.

A total of 411 Tinder users’ reactions were obtained and analyzed using text mining to compute the sentiment score of each response, and a Kruskal–Wallis H test to verify if there are statistical differences between each generation.

The results showed positive acceptability toward the marketing campaign on Tinder, especially Z Generation. Nevertheless, the statistical analysis revealed that the differences between each generation are not statistically significant.

The main limitation relates to the fact that the participants, during the data collection, revealed their identification, perhaps leading to acquiescence bias. In addition, the study mainly covered the male population. A balanced sample would be positive to examine any possible differences between gender.

Results provide an essential indication for companies regarding their marketing activities conducted on Tinder to fully exploit the possibility of using Tinder as an alternative and valuable channel to conduct marketing activities.

Up until now, no studies tried to understand the effect of a marketing activity online on an online dating app.

The purpose of this paper is to investigate how online crowdfunding is strategically applied to artistic productions featuring strong social and cultural values, exploring potential and risks of networking value creation and community engagement. Mission-driven initiatives and their crowdfunding campaigns are analyzed through platform society framework (van Dijk, 2019), considering the business models and marketing strategies that support the scope and intentions of a variety of agents involved within the online networks.

A qualitative multiple case-study approach is adopted to sample and analyze in depth significant examples from the most representative crowdsponsoring platforms in Portugal. Agents’ perspectives and practices are collected through semi-structured interviews with campaign creators and platform managers, and complemented by the design of specific business model canvas (Osterwalder and Pigneur, 2010) adapted to crowdfunding projects. Communication strategies and social media marketing are considered, metering agent’s profile and comparing performance and online engagement through profile and official pages observation.

Main findings point out that a crowdfunding campaign requires to set up a specific business model and marketing strategy articulation that go beyond the traditional cultural enterprises differentiation criteria, hybridizing them through experience-led marketing logic, extended product conceptualization and a critical cultural entrepreneurship approach. Community engagement operations need to be structured and integrated through online and offline social networks activities, and the value creation is build through shared meaning construction and interpretation between creators and backers, with the support of others agents involved within crowdfunding value network. It also states that the conceptualization of crowdfunding phenomenon as a service ecosystem (Quero and Ventura, 2019) could be extended, to comprehend other actors and power position within intermediation processes, namely, social network and social media platforms corporations, online payments services, online users, legacy media entities and others stakeholders as matchfunding organizations and partners for products’ development and distribution.

The research design could be improved by adding more quantitative and social analytics data or an international cases comparison to complete these preliminary results.

The findings could assist arts and media managers as well as cultural agents to adapt their strategies to emergent business and marketing models, strongly influenced by dominant barging positions in the value chain held by new digital intermediaries, and to better explore product levels to strengthen interactions and engagement with communities of interest and supporters for the creation of value.

This paper contributes to elaborate a more accurate scientific knowledge and critical perspective about crowfunding system evolution, concerning both individual and collective agencies, and their implication for different types of agents and networked individuals between institutions (Dutton, 2009).

This study is unique, as it adopts a multidisciplinary approach and a comprehensive analysis of Portuguese crowdsponsoring phenomenon, and it offers a valid contribution to the analysis of crowdfunding as value-creation network.

The first objective was to find out to what extent consumers reveal an effect of strategic and tactical cause‐related marketing on brand loyalty. Second, the article seeks to assess the moderating role of consumer involvement with a product on the relationship between cause‐related marketing and brand loyalty.

An experimental design with 240 participants was used.

The results show that consumers perceive a significantly enhanced level of brand loyalty as a result of strategic cause‐related marketing as long as the firm has a long‐term commitment to this campaign and the campaign is related to a low involvement product. Consumers do not exhibit a significant impact of tactical cause‐related marketing campaigns – whether related to high or low involvement products – on brand loyalty.

First, all respondents were students from a western European university. Second, the experiment relied on imaginary storyboards. Third, the program dimensions were not manipulated separately.

If companies intend to increase brand loyalty through CRM they should set up long‐lasting CRM campaigns linked to the product that shows the lowest level of consumer involvement.

The added value of this paper is the link between cause‐related marketing programs and brand loyalty. Moreover, a distinction is explicitly made between tactical and strategic CRM programs.

The objectives of this study are threefold: to delineate the phenomenon of “You Share, We Donate” (YSWD) campaigns and what distinguishes them from sales-based cause-related marketing; to contrast the effectiveness of YSWD and sales-based cause-related marketing campaigns and provide an explanation for the differences in the effectiveness; to explore boundary conditions of the proposed differences.

Three experiments were conducted to empirically test the differential effect of campaign formats (i.e. YSWD vs sales-based cause-related marketing), the underlying mechanism and structural as well as contextual features moderating the differential effect.

The findings suggest that YSWD messages elicit consumers’ message-sharing intentions more than traditional cause-related marketing messages. The effect is explained by consumers’ sense of empowerment and can be enhanced through donation cap non-specification. The findings further indicate that YSWD campaigns are especially fruitful in low power distance cultures.

This study contributes toward corporate donation campaign literature by focusing on the usage of social media.

From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.

This paper extends cause-related marketing literature by not only introducing the phenomenon of YSWD campaigns to the literature but also exploring strategies to enhance the effectiveness of such campaigns and shedding light on an outcome beyond the sales impact of cause-related marketing campaigns, i.e. an increase of visibility in social media. From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.

Whenever social injustice tackled by social movements receives heightened media attention, charitable crowdfunding platforms offer an opportunity to proactively advocate for equality by donating money to affected people. This research examines how the Black Lives Matter movement and the associated social protest cycle after the death of George Floyd have influenced donation behavior for campaigns with a personal goal and those with a societal goal supporting the black community.

This paper follows a quantitative research approach by applying a quasi-experimental research design on a GoFundMe dataset. In total, 67,905 campaigns and 1,362,499 individual donations were analyzed.

We uncover a rise in donations for campaigns supporting the black community, which lasts substantially longer for campaigns with a societal than with a personal funding goal. Informed by construal level theory, we attribute this heterogeneity to changes in the level of abstractness of the problems that social movements aim to tackle.

This research advances the knowledge of individual donation behavior in charitable crowdfunding. Our results highlight the important role that charitable crowdfunding campaigns play in promoting social justice and anti-discrimination as part of social protest cycles.

The purpose of the paper is to better understand the relation between information technology (IT) affordances and donor motivations in charitable crowdfunding.

This paper reports the findings from a comparative case study of two charitable crowdfunding campaigns.

The affordances of crowdfunding platforms support types of donor motivation that are not supported effectively, or at all, in offline charity.

For future researchers, the paper provides a theoretical model of the relation between IT affordances and motivations in the context of charitable crowdfunding.

For practitioners in the charity space, the paper suggests why they may wish to consider the use of charitable crowdfunding and how they may go about its implementation.

Based on field research at two charitable crowdfunding campaigns, the paper provides a new theoretical model.

This paper aims to examine the paradoxes of buy local campaigns. These are popular strategies for marketing products in domestic markets aimed at supporting the local economy. Their scope can be national, regional, community or sectoral (such as agriculture, tourism, clothing or textiles).

This paper examines the paradoxes associated with these campaigns, using two cases and a mixed methods study of buy local campaigns in the Ghanaian and South African textiles and clothing industries.

The study found that both economic and cultural streams of the two campaigns have different outcomes and that the dominance of one aspect does not directly influence the other.

The use of buy local campaigns by countries as an intervention for reclaiming domestic market spaces can produce contradictory outcomes concurrently in the same campaign.

The author concludes with a brief discussion, which spells out the anatomy of buy local campaigns and the usefulness of the different aspects of these campaigns.

Structural violence (SV) is related to the uneven distribution of resources which then leads to social exclusion and marginalisation of people. Johan Galtung (1969) also refers to it as social injustice and it is characterised by unequal access to education, health, water, food, shelter and other basic services. SV manifests itself through different forms of exclusion supported through both public and private institutions. Without support to address economic and educational opportunities, Zimbabwean youth continue to experience SV and high levels of social inequality (Chimucheka, 2012). Conflict transformation (CT) can help address SV since it provides processes and ways to build something desired thus altering the manifestation of the conflict (Waldman, 2009). CT involves action between parties that leads to both social change and justice (M. Evans, 2016). Social entrepreneurship (SE) can be used as a CT tool because it (i) identifies an unjust equilibrium that perpetuates exclusion and marginalisation, (ii) identifies opportunities and innovatively challenges the status quo to add social value and (iii) provides a better future for the marginalised communities through creating a new and stable alternative equilibrium (Baporikar, 2016). This chapter discusses the SV transformation model which the author tested to address the disparities faced by youth in an urban area in Zimbabwe. The action research, which took place between January and May 2017, was carried out in combination with capacity building, social support systems and community participation to address some of the SV indicators prevalent in the community. Whilst SE showed great potential in tackling SV in the community study, findings also reveal contestations between theory and practice. Some of the barriers identified in the field include the community’s failure to self-organise, lack of financial resources and buy-in from the local government. Future research could test the model in multiple settings and over longer periods to see its effectiveness.