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In the face of major disasters, the Chinese people's willingness to donate has increased and the result is that the donation paths have increased. However, there are certain differences in the choice of donation paths for different types of individuals. It is crucial to pay more attention to the attitude and donation path selection of donors and propose strategies to promote individual donation behavior. The purpose of this study is to propose a conceptualized moderated mediation model for testing the linkage between individual attitude and donation path selection through the mediating effect of donors' behavioral intention and the moderating effect of behavioral difficulty perception or social pressure between donors' attitude and their donation path selection.

Based on a questionnaire survey of 628 community workers during COVID-19 in China. Self-reported measures were used to obtain data on IA, BI, SP, BDP and DPS. Survey data were used to test the proposed model using hierarchical regression analysis. Mediation analyses with bootstrap via PROCESS were used to ascertain the proposed relationship.

The results showed that individual attitude are positively related to donation path selection. Moreover, this study finds that behavioral intention serves as a mediator in the relationships between individual attitude and donation path selection. The social pressure and behavioral difficulty perception negatively moderate the relationship between individual attitude and behavioral intention.

There are still some shortcomings in this study: First, although the data collected at multiple points in this study are all individual data. Future research can add evaluations of relatives, friends or colleagues to individual scheduling of survey subjects to reduce homology errors. Second, although this study has verified the mediating role of the opposite sex, some of the mediating results show that there may be other variables that play a role in the relationship between individual attitudes and donation path selection. In the research on path selection, the integrated theoretical perspective has rich connotations but has not attracted enough attention from the academic community. This research is only based on this single theoretical perspective to construct, verify and explain the model, and there should be other integrated theories. The fit point can be used to analyze the influence mechanism of individual attitudes on the choice of donation path.

First of all, we must deepen our understanding of the connotation and role of individuals' attitudes. In the event of a major epidemic, the following two types of measures will be taken to improve individuals' attitudes toward specific donation paths: First, the sponsors of each donation should do their best to donors and provide more information about donations, because the more information resources they have, the stronger the experience of the corresponding donation path, and the more they will choose the path. The sponsor of the second donation must show concern for major epidemics that are prone to occur and a desire to help people affected by disasters, so as to enhance the emotional identity of the donor, thereby increasing the probability of the donor choosing a specific donation path. Secondly, donation sponsors should be wary of the negative influence of social pressure on the donation path selection of individual donors. Donation sponsors can train individuals who are willing to donate, guide them in social relations, online public opinion and other pressure methods and improve the possibility of individuals choosing specific donation routes.

Deepen the understanding of the content and effectiveness of the behavioral difficulty perception that has a profound impact on the donor. The greater the tendency to make a path choice is often affected by the individual's perception of the difficulty of behavior. The perception of difficulty of a certain donation path will cause the individual to retreat and inhibit the possibility of the individual choosing the path. Therefore, donation sponsors should take all measures to make their own donation channels simpler and more efficient, thereby reducing the individual's perception of the difficulty of donation behavior.

Drawing on TPB theory, a theoretical framework is constructed that specifies the process through which individual attitude affects donation path selection to expand collective understandings of individual attitude in the donation context. Furthermore, the boundary conditions of the underlying process are investigated, which further enhances the contribution of this paper to the extant literature on individual attitude.

The purpose of this paper is to identify the impact factors that might influence audiences' voluntary donation to content creators on the online platforms, and to build an effective prediction model by considering both content and creator-related features.

This study collected the real-world data of content consumption from Xueqiu.com and extracted both content and creator characteristics from the data set. The best donation prediction model based on such features was determined by evaluating four prevalent classifiers with various performance metrics. Furthermore, three feature selection methods were applied to validate the robustness of the constructed model, and then the predictability of different feature groups was examined. Finally, we conducted an interpretive analysis to identify relatively important predictors.

The experimental results show that the random classifier with all extracted features outperformed other built models and achieved excellent performance, indicating the usefulness of these factors in predicting the donations. Moreover, the predictability of content features was demonstrated to be relatively better than that of creator ones. Finally, several particularly important predictors were identified such as the number of modal particles in the article.

This study is among the first to investigate what factors might drive customers' voluntary donation to content contributors on social websites. Different from previous studies focusing on live video streaming, we expand the research vision by examining the donations to user-generated text content, calling for attention to other important topics in the burgeoning industry.

The purpose of this paper is to construct a conceptual framework of the effects of customer engagement on cause-related marketing (CRM), with the goal of providing a solid scientific foundation for the development and stimulation of future research on the critical intersection of these two topics.

The research defines customer engagement in CRM campaigns as the conditions under which consumers are allowed to choose the cause that receives the donation, the cause proximity (geographical proximity) and the type of donation in a CRM campaign.

The paper conceptualizes the role of customer engagement in enhancing the effectiveness of a CRM campaign, in terms of coverage, customization and reduced consumer skepticism, as well as in triggering positive word-of-mouth (WOM) persuasion behaviors.

The conceptual framework provides several practicable directions toward effective control of CRM campaign outcomes, for both local and global firms.

The paper rests on established empirical foundations to develop a comprehensive preliminary multi- disciplinary framework on the subject, setting the path for further research in the fields of CRM, customer engagement and International Business Research, and reaching findings of both scholarly and executive worth.

The domain of monetary donation is evolving with the combination of professional donation platforms and social network sites (SNSs) in the agency process, potentially enhancing information communication and facilitating money transfers between donors and recipients. However, SNS donation avoidance hinders the leveraging of significant economic and social values. To address the limited understanding of the phenomenon of SNS donation avoidance, this study aims to investigate the influencing factors of people's avoidance behavior in the agency process of SNS donation.

A model was devised containing four process-related factors (requests overload, process ambiguity, channel security concerns and perceived distributive injustice) as antecedents of SNS donation avoidance, with probable mediating paths of negative emotions, altruistic outcome expectation and egoistic outcome expectation. Data were collected through a survey of 398 users of WeChat Moment in China. Structural equation modeling was used to analyze the proposed model.

All four process-related factors have positive associations with SNS donation avoidance. Requests overload, channel security concerns and perceived distributive injustice all positively influence people's expectation of negative emotions and lead, in turn, to their SNS donation avoidance. Perceived distributive injustice also leads to SNS donation avoidance via negatively influencing people's expectations of both altruistic and egoistic outcomes.

Theoretically, this empirical study synthetically associates process-related factors to donation avoidance through the paths of emotional responses and rational outcome expectations. Practically, it emphasizes key factors to consider in the process management of SNS donation.

The purpose of this study develops and validates a model of new donor decision-making in the charity sector. Drawing upon dual process theory, the model incorporates brand salience and brand attitude as antecedents of brand choice intention, moderated by donor decision involvement.

Study 1 generates measures using interviews with marketing, media and research managers, and new donors from two international aid and relief organizations. Study 2 uses an experimental design to first test scenarios of disaster relief, and then validate and confirm a new donor decision model using large-scale consumer panels for the international aid and relief sector in Australia.

The results replicated across four leading international aid-related charities reveal that brand salience is positively related to brand choice intention through the mediating effect of brand attitude. Furthermore, the effect of brand salience on brand choice intention is significantly stronger when donor decision involvement is low. Conversely, the effect of brand attitude on brand choice intention is stronger for higher levels of donor decision involvement.

Managers should understand the importance of brand salience/attitudes and the implications for the communication strategy. Managers should also strive to understand the level of decision involvement and the relative influence of brand attitude/salience on brand choice intention.

This study advances the literature on charitable giving by proposing and testing a moderated mediation model of donor choice when selecting a charity for donation. Findings provide new insights into the extent to which brand salience, brand attitude and donor decision-making influence how new donors choose between charities for donation.

Businesses embark on corporate social responsibility initiatives such as cause-related marketing (CRM) as a strategy to enhance behavioural intentions. This study was undertaken due to the limited ability of the existing CRM literature to directly examine whether and how consumers’ trust affects the donation intention, specifically in the private-label grocery retailing context. This study employs social identity theory as a unified theory to explain the variables adopted and contributes to the body of knowledge on CRM-linked private-label consumption.

This study used SPSS 25 and AMOS to analyse the quantitative data. The structural equation modelling was adopted to test moderation and mediation effect and the sample consisted of 456 private-label grocery shoppers.

The findings of this study established that general trust in CRM alone would not translate into triggering donation intentions for CRM private-label brands and further validates the mediating role of trust in retailers’ CRM campaigns (TRCC) in shaping monetary donation intentions. Moreover, religious values confirmed a significant moderating role while translating TRCC to donation intention.

The limitation of this study was the restricted focus on private labels. This research may be limited to only one private-label packaged product but may focus on other private-label products in future research.

This study has practical significance for advertising managers in designing and implementing campaigns. More specifically, it establishes that consumers who trust the CRM phenomenon and seek private-label products associated with CRM campaigns are likely to provide monetary donations towards non-profit organization (NPOs).

This information will help practitioners, including grocery retailers, NPO managers and advertising professionals, design effective CRM campaigns for private-label products by understanding the fundamental relationship between trust in CRM campaigns and monetary donation intentions.

The purpose of this paper is to apply the self-determination theory (SDT) to propose a research model that incorporates the SDT framework and contextual variables as determinants and self-identity and social identity as mediating constructs to predict individuals’ intentions toward donation crowdfunding in China.

Structural equation modeling is used to analyze the data collected from China.

The results indicate that the self-identity and social identity collectively or separately mediate the effect exerted by the sense of self-worth, face concern, moral obligation, perceived donor effectiveness, social interaction and referent network size on donation intentions. However, there is no evidence supporting the hypothesis connecting moral obligation with self-identity.

The study provides suggestions for service providers on how to improve and perfect the functions, and it also provides insights for donation crowdfunding fundraisers on how to increase the success rate.

The conclusions of this study provide academics with a more thorough understanding of the driving forces of individual behavior intention toward donation crowdfunding in China. This study further expands the SDT and identity theory in the context of donation crowdfunding, which improves their robustness in explaining behavioral intention. These theories may be an important part of future information system research.

The study explores the role of dialogic public communication and information quality (IQ) in evaluating the operational performance of donation-based crowdfunding (DBC) tasks. These tasks are primarily used to support disaster relief operations. The authors also test the influence of cognitive trust and swift trust as moderating variables in explaining the relationship between both IQ and dialogic communication with operational performance.

The authors used a primary survey to test the hypotheses. A total of 203 responses were collected from multiple crowdfunding platforms. The authors used archival data from task creators on donation-based crowdfunding platforms, and a structured questionnaire is also used to collect responses. Data are analyzed using Warp PLS 6.0. Warp PLS 6.0 works on the principle of partial least square (PLS) structured equation modeling (SEM) and has been used widely to test path analytical models.

The authors found out that the operational performance is explained significantly by the quality of information and its association with dialogic public communication. The results support the arguments offered by dialogic public communication theory and trust transfer theory in assessing the operational success of DBC. The study also confirms that cognitive trust positively moderates the relationship between IQ and organizational public dialogic communication and operational performance. It is also revealed that the duration of the DBC task has no significant control over dialogic public communication.

The study lays practical foundations for task creators on DBC platforms and website designers as it sets the importance of both IQ and dialogic communication channels. The communication made by the task creator and/or the DBC platforms with the donors and potential donors in the form of timely and appropriate information forms the key to the success of any DBC task. The study also helps task creators choose a suitable platform to improve performance.

The authors propose a unique framework by integrating two theoretical perspectives: dialogic public relation theory and trust transfer theory in understanding the operational performance of donation-based crowdfunding tasks. The authors address DBC tasks catering to disaster relief operations by collecting responses from task creators on DBC platforms. The study uniquely positions itself in the area of information and communication.

This paper aims to investigate whether and how better corporate governance practices can lead to philanthropic behavior among companies in the UK. In particular, this study attempts to determine whether corporate governance quality in general, as well as its specific mechanisms, affects corporate giving.

The analysis is based on a sample of Financial Times Stock Exchange All-Share nonfinancial companies. Data on firm donations, including donations amount and donations intensity, were manually collected from companies’ annual reports for the period 2018–2020. This paper uses panel data models to examine the research hypotheses.

The results of this study indicate that both donations amount and donations intensity are positively associated with the practice of better corporate governance. Board independence is positively associated with donations amount, but not with the intensity of donations. Furthermore, board size, board gender diversity and the establishment of a corporate social responsibility (CSR) committee are likely to have a positive impact on the amount and the intensity of firms’ donations. However, neither the chief executive officer board membership nor the audit committee’s independence is related to the firm’s donations.

This study sheds light on specific governance factors that affect firm donations in the context of UK companies. This allows regulators and legislators to evaluate the donations activities in the country and issue more directives to reinforce corporate governance practices that support corporate donations. In addition, the findings of this study are considered crucial to investors who prefer investing in companies with significant CSR-related activities to improve the value relevance of their investments.

This study provides a shred of unique evidence on the impact of corporate governance practices on firms’ donations.