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The purpose of this paper is to propose that “social demarketing” campaigns need to recognize unique sub segments of individuals engaging in behaviours having substantial negative societal impacts.

Volume segmentation and extremely frequent behaviour theory is applied to examining several unique sub segments among survey data (n=6,393) of Americans not engaging and engaging in anti‐social behaviour (“giving‐the‐finger”) to other motorists while driving.

Less than 2 percent of Americans are estimated to enact 40 percent of the total incidences of “giving‐the‐finger” to other motorists; three unique sub segments of the chronic anti‐social actors participate in different lifestyles (including media usage behaviours) and each has unique demographic profiles.

The study is based on two years of a national survey taken in one country and self‐reports only. The implications support the propositions of a general theory of extremely frequent consumption behaviour.

Government demarcating programs are likely to increase in effectiveness through tailoring a few strategies, rather than one, to influence unique segments of chronic anti‐social actors.

The paper provides individual‐level analysis of chronic anti‐social actors engaging in road‐rage related behaviours and compares them to one another as well as non‐equivalent comparison groups of actors not engaging in such behaviour; the paper describes the merits of experience frequency segmentation.

This study investigates how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' purchasing and gift-giving behaviors and how broadcaster popularity moderates social interaction-oriented content's effect on the two different behaviors in live-streaming commerce.

A research model was proposed and empirically tested using a panel data set collected from 537 live streams via Douyin (the Chinese version of TikTok), one of the most popular live broadcast platforms in China. A fixed-effects negative binomial regression model was used to examine the proposed research model.

This study's results show that social interaction-oriented content in broadcasters' live speech has an inverted U-shaped relationship with broadcast viewers' purchasing behavior and shares a positive linear relationship with viewers' gift-giving behavior. Furthermore, broadcaster popularity significantly moderates the effect of social interaction-oriented content on viewers' purchasing and gift-giving behaviors.

This research enriches the literature on live-streaming commerce by investigating how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' product-purchasing and gift-giving behaviors from the perspective of broadcast viewers' attention. Moreover, this study provides some practical guidelines for developing live speech content in the live-streaming commerce context.

This paper aims to investigate low-income households in Indonesia with regard to their perspective on charity-giving and its comparison with acquiring debt behavior as their tendencies on taking and giving behaviors toward monetary form. The research framework is seen from the Islamic perspective.

Theory of social production function and theory of planned behavior are used as a theoretical framework. A total of 98.89% of the distributed questionnaires were collected and analyzed using structural equation modeling. Behavior of giving charity and acquiring debt are compared according to the given determinants.

Under the given Islamic framework, charity is found to be not confined to the donor’s wealth. It is rather centered on religiosity and faith. Subjective norm does not influence intention toward charity. Hence, it only depends on consideration and awareness of a person toward regular giving of charity. Unlike debt that is confined by a person’s wealth, the intention to take debt consecutively of low-income households are also affected by their attitudes, significant others and experiences.

Respondents are residents of six Indonesian territories that represent West, Middle and East Indonesia.

Findings are useful for social, as well as microfinance practitioners who are interested in the financial education on low-income households and study their perspective and behavior.

This paper indirectly contributes to changing the perspective of society about charity-giving, especially in philanthropy subject. This paper is also highly recommended for regulator’s input on financial education, as well as for practitioners, consultants and educators.

Charity basically can assist low-income households experiencing financial hardship, which may be the consequence of consecutive taking debt. Most of the studies on charity-giving focus on high-income households, likewise the debt behavior. Charity-giving in voluntary form is also not widely discussed in view of behavior, specifically in Asian countries like Indonesia.

This paper aims to identify the antecedents of giving charitable donations (Sadaqah) during the pandemic in a majority-Muslim country. This paper proposes and tests a theoretical framework in which attitude toward giving donations mediates the effects of perceived behavioral control, subjective norms and past behavior on giving charitable donations (Sadaqah). The authors also investigate the mediating effect of attitude toward giving donations and the moderating effect of Islamic religiosity in an emerging nation characterized by the dominance of the Islamic doctrine. Gender, age and income have been examined as control variables.

Survey data from a sample of 377 respondents from Morocco were analyzed to test the hypotheses using structural equation modeling.

The results indicate that past behavior, subjective norms, attitude toward giving donations and intention to donate are key predictors of giving charitable donation during the COVID-19 pandemic. This paper also confirms the mediating effect of attitude toward giving donations, e.g. subjective norms trigger positive attitude toward giving donations, which increases respondents’ donation frequency. The results also suggest a significant moderating effect of Islamic religiosity, e.g. individuals who feel themselves as highly religious are more likely to develop a favorable attitude toward giving donations and are therefore more likely to donate during the pandemic.

The findings suggest practical and social implications for both academics and practitioners. As attitude, subjective norm, past behavior and intention are found to significantly influence giving charitable donations (Sadaqah), fundraising organizations should give serious attention on these factors to improve individuals’ charitable giving (Sadaqah). Such organizations should also consider the use of faith-based messages and religious morals when planning their advertising campaigns in majority-Muslim markets.

Although preliminary studies have already attempted to provide knowledge about the factors influencing giving donations among both Muslims and nonMuslims, potential antecedents of giving donations (Sadaqah) during the COVID-19 pandemic have not been considered and are yet to be empirically investigated. This paper provides new perceptions on factors influencing giving donations on a majority-Muslim majority country where no zakat institution operates. Such findings can be useful for both academicians, fundraising organizations and policymakers in Morocco to promote charitable actions and boost its socio-economic affects.

This study aims to investigate the factors that affect an audience's purchase decisions on a new type of social media, namely live video streaming platforms.

This study is based on data from an online survey providing 488 valid responses. These responses are used to test the research model by employing partial least squares (PLS) modeling.

Three antecedents (consumer competitive arousal, gift design aesthetics and broadcaster's image) influence the audience's purchase decisions (impulse buying and continuous buying intention). Chinese impression management (mianzi) acts as a moderator. Self-mianzi, mutual mianzi and other mianzi (i.e. three subtypes of mianzi) moderate the effects of consumer competitive arousal, gift design aesthetics and broadcaster's image on impulse buying.

The findings encourage practitioners developing marketing strategies for live video streaming platforms in the Chinese cultural context to consider peer influence, gift appearance, broadcaster's image and mianzi.

Drawing on the community gift-giving model and face-negotiation theory, this study provides an integrated research model to investigate a new type of social media (live video streaming). It offers insight into virtual gifting behaviors by confirming the effects of three antecedents on the audience's purchase decisions, with mianzi acting as a moderator.

The purpose of this paper is to add clarity to current conceptualisations of attitudes towards giving versus not giving and to identify an approach that better informs interventions that seek to promote particular types of pro-social consumer behaviour. Despite a considerable body of research that provides insights into why people give to charity, there is comparatively little understanding of the reasons why others decide not to give. More generally, existing applications of attitudinal models do not differentiate between decisions to perform and not to perform a behaviour. This paper challenges the assumption that attitudes towards performing and not performing a behaviour are logical opposites. Drawing on reasons theory, the paper examines the incremental and discriminant validity of attitudes for charitable giving versus attitudes against charitable giving, and the extent to which they correspond to different rather than opposite underlying reasons.

A mixed-method approach with two different study stages was adopted. Stage 1 comprised an elicitation study that sought to identify reasons corresponding to a comprehensive range of motives for and barriers to charitable giving. This assisted in the development of a survey instrument that was used in Stage 2 to test the study’s hypotheses. The study used the Index of Multiple Deprivation with a view to provide a sample representative of the UK population (N = 243). Results were analysed through exploratory factor analysis, confirmatory factor analysis and step-wise regressions.

Results showed that reasons against charitable giving included logical opposites of reasons for charitable giving (complementarity assumption)as well as separate motivational factors. Attitudes for and against were in turn explained by distinct sets of reasons. The paper contributes by adding clarity to current conceptualisations of cognitions in relation to doing versus not doing. Identifying underlying reasons, rather than just attitudes, affords specific insight for marketing communications and public policy interventions.

The paper introduces to the marketing and consumer behaviour literature the previously neglected non-complementarity assumption and provides a more complete test of this assumption in the context of charitable giving.

The purpose of this paper is to report the results of a study undertaken to investigate the gift‐giving behavior of consumers in the People's Republic of China (PRC) during the Chinese New Year and the influence exerted by Chinese cultural values on such behavior.

Using a survey among a large sample of people in the city of Tianjin, gift‐giving behavior was measured by the importance accorded to gift‐giving, the amount given, the effort spent on gift selection and brand orientation when selecting gifts. The cultural values examined were renqing (human obligations), guanxi (relationship), yuan (destiny or fate), reciprocity, family orientation and Mianzi (face). Factor analysis and structural equation modeling were used to analyze the data.

Results indicated that Chinese cultural values as a whole as well as most of its components investigated in this research had positive effects on the various gift‐giving behaviors. The “face” component was, however, found to affect only the importance attached to gift‐giving, the amount given and the choice of brand.

Research results should be interpreted with caution as the study was limited to Tianjin – one of the several major cities in the PRC. Also the Chinese New Year may not be representative of other occasions when gifts are exchanged.

The results of this investigation would benefit practitioners involved in the marketing of “gift items” in the PRC by providing them with a clear understanding of the general consumption patterns of the PRC urban consumers, insights into the various antecedents of gift‐giving and linking them with various aspects of Chinese cultural values. The research findings would also benefit researchers, academics and others interested in the PRC market by making them familiar with some of the salient aspects that characterize Chinese consumers.

This study develops a new model describing the relationships among values (Chinese cultural value and personal value), motivation for gift‐giving and gift‐giving behavior. It also develops new scales for measuring the constructs such as Chinese cultural values, motivation for gift‐giving and gift‐giving behavior.

The paper intends to enrich the set of national contexts used so far in studies about gift‐giving. It also intends to test the unique explanatory power of the dimensions of egalitarianism.

The study uses a survey methodology with an Israeli sample.

The results suggest that egalitarianism affects gift‐giving behaviors only for females and anniversary presents.

The research is not cross‐cultural per se. Thus, further research is needed in nations that are maximally different from the USA and Israel on their cultural dimensions.

Strong social norms about gift‐giving “protocol” may override the effect of egalitarianism attitudes on gift‐giving behavior. Thus, marketers can benefit greatly from creating, nurturing, and promoting ritualistic and structured gift‐giving situations.

The paper examines gift‐giving in Israel, a culturally different setting than the USA and other developed nations. It also extends the use of gender‐role attitudes, especially egalitarianism, as a predictor of gift‐giving behaviors.

The purpose of this paper is to examine the motives and giving behaviours of donors towards Islamic charities in Indonesia by using various demographic, socio-economic, psychographic and motivational/situational characteristics. Based on these analyses, relevant marketing implications are also discussed. The study hopes to enrich Islamic marketing literature and contribute further to the understanding of marketing within the context of the Islamic voluntary sector.

This empirical paper primarily employs a quantitative approach in analysing the giving behaviours. The primary data is gathered through a survey conducted in January 2011 involving 300 Indonesian Muslim donors. The results are analysed with descriptive and correlation statistics.

First, the analysis highlights that the main causes for charitable giving are to help the poor/needy and support religious causes. Second, most of the donors provide funds through “informal” Islamic charities. Third, most of the individual donors are young, educated and possess strong humanitarian concerns. Interestingly, although there is a positive correlation between income and donation, individuals who donate more are not the rich but the middle-income earners. Finally, there is evidence to indicate that donors may increase donations even during economic crisis.

Understanding donor's characteristics and behaviours are essential in designing and implementing an effective marketing framework, which is expected to retain and manage long-term supportive relationships with the donors. Relationship marketing framework and branding strategy are also worth considered for this purpose.

Few studies analyse Islamic charities in the modern marketing perspective, especially in Indonesia. This study, therefore, fills the gap in the research area.

The purpose of this paper is to identify the factors influencing intention of Muslim Filipinos to give zakat on employment income.

The study used the extended theory of planned behaviour – an extension of the theory of reasoned action – to investigate the factors influencing intention to give zakat. The theory introduces six variables (i.e. attitude, perceived behavioural control, injunctive norm, descriptive norm, moral norm and past behaviour) in predicting the intention to give zakat. Totally, 450 questionnaires were distributed to the respondents in a Muslim-majority area (i.e. Marawi City), and 384 cases were deemed usable. The data have been analysed using multiple regression analysis.

This paper finds that attitude, descriptive norm and moral norm have a positive relationship with the intention to give zakat. Meanwhile, perceived behavioural control, injunctive norm and past behaviour are found to have insignificant influence over intention. However overall, the study supports the extension of the theory of planned behaviour which accounts for 53 per cent of the variance in intention.

This paper provides new insights on factors influencing the intention to give zakat on a non-Muslim majority country setting where no zakat institution operates. This paper also used the extended theory of planned behaviour on zakat compliance literature.