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Article
Publication date: 14 November 2017

Elaine Wallace, Isabel Buil and Leslie de Chernatony

This study aims to investigate the relationship between young people’s Conspicuous Donation Behaviour (CDB) on social media platforms and their offline donation behaviour

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Abstract

Purpose

This study aims to investigate the relationship between young people’s Conspicuous Donation Behaviour (CDB) on social media platforms and their offline donation behaviour, specifically intentions to donate and volunteer time. It also explores materialism, self-esteem and self-monitoring as CDB trait antecedents, as a form of conspicuous consumption on social media. Finally, it considers the influence of altruism on these relationships.

Design/methodology/approach

A survey was conducted of regular Facebook users mentioning a charity brand on Facebook in the past year. Data from 234 participants were analysed and hypotheses tested using structural equation modeling.

Findings

Results confirm two forms of CDB – self and other-oriented. Materialistic consumers are more likely to engage in both forms of CDB on Facebook. High self-esteem increases self-oriented CDB; high self-monitoring increases other-oriented CDB. Self-oriented CDB is positively associated with donation intentions, but other-oriented CDB is negatively associated. Findings reveal how altruism moderates this model.

Research limitations/implications

Findings show how personality traits influence CDB and reveal the relationship between CDB, as virtual conspicuous consumption on social media platforms, and donation behaviour.

Practical implications

The study provides implications for managers about enhancing charitable donations through social media.

Originality/value

This is the first study to explore donation behaviour as a form of conspicuous consumption on social media, where virtual conspicuous consumption (i) does not require any offline consumption and (ii) may achieve the desired recognition, without any charitable act. It provides new insights into CDB, its antecedents and influence on donation behaviour.

Details

European Journal of Marketing, vol. 51 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 5 February 2021

Elaine Wallace and Isabel Buil

This study aims to present a typology of Facebook followers of charities, drawing on theories of value co-creation, impression management and conspicuous donation behavior.

Abstract

Purpose

This study aims to present a typology of Facebook followers of charities, drawing on theories of value co-creation, impression management and conspicuous donation behavior.

Design/methodology/approach

Data from 234 students based in an Irish University and 296 adults in the USA were subjected to cluster analysis.

Findings

Four segments were identified, common to both samples. Quiet donors are less likely to engage with a charity on Facebook, yet they may donate to the charity. They follow a charity if it offers intrinsic meaning, and they quietly donate money. Facebook expressives mention charities on Facebook to impress others, but have low intention to donate. Following the charity on Facebook is a means to virtue signal, but it helps to spread word of mouth. Friendly donors are active on social media and engage with charities on Facebook when there is personal meaning, and they will donate. Following the charity offers them intrinsic value, and their Facebook mentions promote the charity online. Finally, dirty altruists are motivated by a desire to help, but also to impress others. They will donate, but they will ensure to highlight their good deed on Facebook, to virtue signal.

Originality/value

The study contributes to the literature investigating individuals’ motivations to connect with charities through social media and suggests value co-created by types of charity followers on Facebook.

Details

Journal of Services Marketing, vol. 35 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 23 May 2019

Michelle Childs and Seeun Kim

Cause-related marketing (CR-M) – promising to donate to a charity when consumers purchase specific products – is a popular brand strategy, particularly in the social media…

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Abstract

Purpose

Cause-related marketing (CR-M) – promising to donate to a charity when consumers purchase specific products – is a popular brand strategy, particularly in the social media context. In light of Veblen’s theory of conspicuous consumption, the purpose of this experimental study is to test the impact of a brand’s level and the conspicuousness of a brand’s CR-M campaign on consumers’ brand-related responses. Results reveal a novel mechanism underlying the effects by showing that pride and guilt mediate results.

Design/methodology/approach

This research is based on two studies that used a 2 (brand level: high-end vs low-end) × 2 (conspicuous of CR-M campaign: conspicuous vs non-conspicuous) between-subjects experimental design with random assignment to conditions and manipulation checks.

Findings

Results reveal that consumers respond more favorably when high-end brands participate in CR-M, particularly when the CR-M promotion is conspicuous. That is, when a high-end brand partners with a charity, especially under conspicuous conditions, it significantly improves consumers’ brand attitudes and intent to share with others. Moreover, pride and guilt are important mediators in effects.

Practical implications

The results of this study offer strong implications for brand managers seeking to partner with charities in CR-M campaigns. Results suggest that implementing CR-M campaigns may be fruitful for brands, particularly high-end brands when they enhance the conspicuousness of their CR-M campaign.

Originality/value

Results empirically extend the notion of conspicuous consumption by demonstrating that social status can be achieved by displaying not only acquired goods but also benevolence.

Details

Journal of Product & Brand Management, vol. 28 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 10 November 2020

Xu Chen, Lei Liu and Xinyu Guo

Although blood banks have recently started to recruit blood donors through social media platforms, including WeChat, to increase recruitment effectiveness, few researchers have…

Abstract

Purpose

Although blood banks have recently started to recruit blood donors through social media platforms, including WeChat, to increase recruitment effectiveness, few researchers have studied their effects on blood donation behavior. The aim of this study is to examine the influence of using official WeChat accounts on repeat blood donation behavior.

Design/methodology/approach

This paper used the backstage operation data of official WeChat accounts and blood supply chain management system data from the blood bank for the study to analyze the changes in repeat blood donation behavior. First, to analyze the changes in the average frequency of blood donation per year, average volume of single blood donation and blood eligible rate of repeat blood donors before and after following the official WeChat accounts by difference-in-differences model combined with propensity score matching (PSM-DID). Second, we examined the impact of official WeChat accounts on the proportion of repeat blood donors through survival analysis.

Findings

The results show that following WeChat accounts increases the average frequency of blood donation and blood eligible rate of repeat blood donors by 14.36% and 1.19%, respectively, and have no significant effect on the average volume of single blood donation. Further, WeChat accounts have a more significant impact on the average frequency of blood donations per year for workers, farmers, medical staff and groups with education levels of junior high school. In addition, official WeChat accounts can effectively increase the proportion of repeat donors.

Originality/value

The results provide a quantitative basis for the influence of official WeChat accounts on repeat blood donation behaviors. On the one hand, it is of great significance to guide the publicity and recruitment of unpaid blood banks. On the other hand, it provides an evidence for the promotion of official WeChat accounts.

Details

Industrial Management & Data Systems, vol. 121 no. 2
Type: Research Article
ISSN: 0263-5577

Keywords

Book part
Publication date: 14 November 2022

Saeedeh Rezaee Vessal and Amitabh Anand

The purpose of this research is to conduct a literature review on the evolution, antecedents, and outcomes of luxury consumption (LC). To accomplish our goal, we used a…

Abstract

The purpose of this research is to conduct a literature review on the evolution, antecedents, and outcomes of luxury consumption (LC). To accomplish our goal, we used a combination of bibliometrics and systematic approaches to review 165 articles published between 1998 and 2019. The investigation revealed that the evolution of LC is mostly driven by consumer motivation and is influenced by cultural and psychological variables. Furthermore, we explored the aforementioned antecedents of LC along four major axes. Antecedents related to (1) individual characteristics, (2) brand components, (3) cultural and social values, and (4) organizational strategies. Furthermore, based on the outcomes of LC, we found two categories (individual traits and social values). The chapter concludes by proposing a broader research agenda for the future.

Details

Exploring the Latest Trends in Management Literature
Type: Book
ISBN: 978-1-80262-357-4

Keywords

Article
Publication date: 16 August 2019

Nada Nasr

The purpose of this paper is to answer the following question: What can researchers learn from consumer research that can inform them about the consequences of consumption?

Abstract

Purpose

The purpose of this paper is to answer the following question: What can researchers learn from consumer research that can inform them about the consequences of consumption?

Design/methodology/approach

This paper follows guidelines for a summarization conceptual model. First, the paper offers a review of consumption theories and research studies on a variety of consumption-related constructs. Then, a bird’s-eye view is taken to critically synthesize the findings.

Findings

The consequences of consumption can be summarized along a framework reflecting the positive and negative effects of consumption on oneself, one’s relationships, one’s society and the Earth. Knowledge gaps in previous research are identified, and a set of propositions is provided to enrich the understanding of the consequences of consumption.

Research limitations/implications

The bird’s-eye view of the studies addressing the impacts of consumption identified gaps of knowledge in this area; these gaps constitute valuable topics for future researchers to study. The findings of the paper stress the need for studying the boundaries of different consumption effects. The review emphasizes the complex intermingling between consumer motives (antecedents) to behave in certain ways and the impacts (consequences) of such behaviors. The major limitation to this research stems from the immensity of the task involved.

Practical implications

This paper informs public policymakers on how to create realistic regulations that take into consideration the complexity of consumption. It calls on governments to provide an infrastructure that facilitates experiential consumption and to educate consumers, through the media and the public schools, to consume responsibly.

Originality/value

Whereas previous researchers have focused on a particular consumption practice while studying the consequences of consumption, this paper provides a comprehensive review that includes an array of practices. This paper synthesizes previous research findings through presenting a framework delineating the effects of consumption and identifying knowledge gaps in this research domain. The paper also provides a set of propositions that can guide future research on the topic.

Details

Journal of Consumer Marketing, vol. 36 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 8 December 2020

Hendy Mustiko Aji, Albari Albari, Muchsin Muthohar, Sumadi Sumadi, Murwanto Sigit, Istyakara Muslichah and Anas Hidayat

This study aims to investigate Muslims’ online infaq intention during COVID-19 deadly outbreak. This study examined the model comprising two major theories, namely, the theory of…

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Abstract

Purpose

This study aims to investigate Muslims’ online infaq intention during COVID-19 deadly outbreak. This study examined the model comprising two major theories, namely, the theory of reasoned action (TRA) with additional Muslim intrinsic religiosity and social presence theory (SPT).

Design/methodology/approach

A structural equation modeling (SEM) approach is used to test the measurement and structural model. In the structural model, SEM is chosen due to its effectivity in estimating direct and indirect effects in a single model. An online questionnaire is distributed to respondents who are purposively selected all over Indonesia regions comprising all major islands. In total, there are 571 respondents collected; however, only 560 of them are usable.

Findings

This study shows that all hypotheses generated from the TRA and SPT significantly affect online infaq intention. Surprisingly, Muslim intrinsic religiosity does not affect both attitude toward online infaq and online infaq intention. To further explain the result, a post hoc analysis is conducted. Accordingly, it is found that Muslim intrinsic religiosity has an indirect significant effect on online infaq intention through social presence.

Research limitations/implications

This study has several limitations. First, even though the sample already represented all parts of Indonesia, the sample is distributed mainly to those live in Java Island. Second, due to its difficulty in pursuing proportional distribution of the sample, the results are more subjective to more dominant respondent demographics. Third, this study captures cross-sectioned phenomena of an online infaq intention during COVID-19 pandemic. Fourth, as the topic of this study is concerned about Islamic charity, the Qur’an- and sunnah-based research framework will make this study more valuable. However, such a framework has not been widely developed.

Practical implications

This study provides a managerial implication for online infaq fundraisers in Indonesia, in which trustworthiness and “social touch” are important to drive the Muslims in making a monetary donation. The online infaq can be an efficient Islamic philanthropic tool to solve social problems during the COVID-19 outbreak. Therefore, the central authority should encourage profit and non-profit social organizations in Indonesia to make a strategic collaboration in providing online infaq service and its distribution. Collaboration may increase perceived trust and social presence.

Originality/value

Due to a limited study on the topic of online infaq behavioral intention during COVID-19 situation, therefore, this study provides added value to the literature by examining factors determining online infaq intention during COVID-19 pandemic in Indonesia. This study combines the extended TRA and SPT in a single model.

Details

Journal of Islamic Accounting and Business Research, vol. 12 no. 1
Type: Research Article
ISSN: 1759-0817

Keywords

Article
Publication date: 2 June 2021

K.R. Jayasimha, Himanshu Shekhar Srivastava and Sivaraman Manoharan

Access-based services (ABS) have been adversely impacted by the COVID-19 pandemic. This study aims to validate customer barriers to ABS focusing on the contamination barrier. As…

Abstract

Purpose

Access-based services (ABS) have been adversely impacted by the COVID-19 pandemic. This study aims to validate customer barriers to ABS focusing on the contamination barrier. As service employees’ presence violates the COVID-19 physical distancing norms and heightens contamination fear, this paper tests its effects on continued use intentions of ABS. This study also empirically examines the role of conspicuous virtue signaling and organizational response.

Design/methodology/approach

The study was conducted in the context of scooter sharing and uses a mixed-method to explore the relatively under-researched problem of contamination fear in ABS. Study one uses the survey method and study two uses a 2 × 2 matrix between-subject design.

Findings

The results reveal that perceptions of resource sufficiency positively affect continued use intentions of ABS. The presence of a service employee hurts continued use intentions. Further, there are a three-way interaction between ABS type (service employee presence/absence), organizational response (solution-oriented/general information) and resource sufficiency perceptions. Organizational response mitigates the negative effect of service employee presence on the link between resource adequacy perceptions and ABS continued use intentions.

Originality/value

In contrast with prior research, this study shows that contamination fear invokes protection motivation, resulting in better preparedness and continued use intentions of ABS. The predicted difference is primarily between customers who attribute responsibility and ABS type differently (presence/absence of service employee). This study also explores the role of organizational response to COVID-19.

Article
Publication date: 8 November 2023

Shavneet Sharma and Gurmeet Singh

Plastic pollution is a major issue that plagues modern society. Scholars are interested in comprehending consumers’ behavioural actions to address plastic pollution. This study…

Abstract

Purpose

Plastic pollution is a major issue that plagues modern society. Scholars are interested in comprehending consumers’ behavioural actions to address plastic pollution. This study aims to delve into the determinants of consumers’ engagement with social media as a medium to address plastic pollution.

Design/methodology/approach

A conceptual model is developed that extends the behavioural reasoning theory (BRT). Using a quantitative approach, 476 responses underwent structural equation modelling analysis.

Findings

Results indicate that “reasons for” positively correlate with attitude and intention towards socially responsible engagement. Contrarily, “Reasons against” demonstrated a positive association with socially responsible engagement intention. Attitudes favouring socially responsible engagement correlate positively with the underlying intention. The moderation analysis underscores the positive relation of social return on social media with consumers’ attitude and their “reasons for” leaning towards socially responsible engagement intention. Notably, a positive connection was established between socially responsible engagement intention and the trifecta of consumption, contribution and content creation behaviours.

Originality/value

By enhancing the BRT, this research sheds light on novel perspectives regarding consumers’ engagement on social media platforms. Distinctively, it is among the handful of studies probing the influence of behavioural intention across diverse behavioural outcomes. The insights gained from this study, grounded in empirical evidence from an emerging market, are poised to guide policymakers, governmental agencies and industry practitioners in formulating effective strategies to combat plastic pollution. Additionally, the study can assist in achieving the UN sustainable development goals (SDGs), specifically SGD 12, SGD 13, SDG 14 and SGD 17.

Details

Social Responsibility Journal, vol. 20 no. 5
Type: Research Article
ISSN: 1747-1117

Keywords

Article
Publication date: 20 December 2021

Ernan Haruvy and Peter Popkowski Leszczyc

The purpose of this study is to determine how self-driven (intrinsic motivators) and monetary incentives (extrinsic motivators) are mediated by an effort to affect fundraising…

Abstract

Purpose

The purpose of this study is to determine how self-driven (intrinsic motivators) and monetary incentives (extrinsic motivators) are mediated by an effort to affect fundraising outcomes. This integration sheds light on crowding out between the two types of incentives as well the drivers of fundraising outcomes, specifically effort and donations.

Design/methodology/approach

A field experiment is conducted over a two-month period, involving an online fundraising campaign with over 300 volunteers assigned to one of five different incentive conditions. A special website was created to monitor fundraiser efforts. Fundraisers filled out pre- and post-study surveys.

Findings

While high monetary incentives result in the greatest immediate increase in funds raised, they crowd out future intentions to volunteer once incentives are withdrawn. Mediation analyzes show that fundraiser effort fully mediates the effect of intrinsic motivators and partially mediates the direct effect of extrinsic motivators on funds raised.

Research limitations/implications

A major limitation of field experiments is the lack of control, resulting in higher variation. However, while a more controlled experiment will reduce this variation, this goes at the expense of lower external validity.

Practical implications

Results indicate that – at least in the short run – monetary incentives can result in higher fundraising outcomes. However, this goes at the expense of a reduction in future volunteering once the incentives are withdrawn.

Originality/value

This study examines whether extrinsic or intrinsic motivators have a greater impact on funds raised and whether extrinsic motivators crowd out future intentions to volunteer. Different from previous research in which effort is a latent variable, the effort is directly observed over time.

Details

European Journal of Marketing, vol. 56 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

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