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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: 9 January 2017

Dipankar Rai, Chien-Wei (Wilson) Lin and Chun-Ming Yang

This paper aims to investigate how the perception of physical coldness (vs warmth) influences consumers to make charitable donations.

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Abstract

Purpose

This paper aims to investigate how the perception of physical coldness (vs warmth) influences consumers to make charitable donations.

Design/methodology/approach

Three experiments were conducted involving charitable donation scenarios.

Findings

Studies demonstrate that cold (vs warm) temperature cues result in greater intentions to donate to charities. Specifically, cold (vs warmth) cues activate the need for social connection which, in turn, motivate consumers to donate more money to charities. Furthermore, this effect holds even when the actual temperature instead of temperature cues is changed, and participants’ actual donation behavior instead of donation intentions is measured, thereby, strengthening the findings of this paper.

Research limitations/implications

Boundary conditions associated with the effect of temperature cues need empirical investigation. Future research needs to investigate if the effect holds with variability of coldness. Future research also needs to determine whether the documented effect occur across various pro-social contexts.

Practical implications

The results suggest that non-profit organizations incorporate “cold” cues into advertisements (people feeling cold or cold landscapes) to increase monetary donations and that these organizations should focus on targeting donors during wintertime (vs summer time) to get more donations.

Originality/value

This is the first research to demonstrate the effects of temperature cues on charitable donations. The added value of this paper is the use of physical temperature change to highlight the phenomenon, and the link between cold (vs warm) temperature cue and the need of social connection.

Details

Journal of Consumer Marketing, vol. 34 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 13 November 2017

Aluisius Hery Pratono and Godo Tjahjono

The purpose of this paper is to determine the impact of corporate brand equity and corporate brand credibility on customer’s intention to donate the charity program. To understand…

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Abstract

Purpose

The purpose of this paper is to determine the impact of corporate brand equity and corporate brand credibility on customer’s intention to donate the charity program. To understand the complex relationship, this study points out the moderating effect of the materialistic attitude.

Design/methodology/approach

The empirical study involved a survey of young customers in Indonesia telecommunication industry. The data collection involved face-to-face interviews among 409 respondents in Jakarta Indonesia between December 2015 and January 2016.

Findings

This study indicates a positive impact of corporate brand equity and brand credibility on their customers’ intention to support the social charity. However, materialistic attitude slightly changes the impact direction of corporate brand on the customers’ intention to participate.

Research limitations/implications

This research relies on a cross-sectional observation, which was one snapshoot observation in specific time. Second, this study uses interview to help the respondents understand the questionnaires; this may imply on the level of objectiveness of respondents.

Practical/implications

This paper extends the discussion on the altruism theory and corporate brands by establishing a critical linkage between materialistic attitude, corporate brand credibility and consumers’ intention to charity. Under high materialistic attitude, corporations are encouraged to promote strong business ethics.

Originality/value

This study makes a contribution to the deepening understanding on altruism theory and conscious corporate responsibility through raising a concern on marketing practices, which entails a potential fraud from charity ethics.

Article
Publication date: 1 June 2021

Hao Chen, Wenli Li, Tu Lyu and Xunan Zheng

The rapid development of the Internet in China has profoundly affected the country's charities, which many people support through online donations (e.g. providing financial help…

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Abstract

Purpose

The rapid development of the Internet in China has profoundly affected the country's charities, which many people support through online donations (e.g. providing financial help) and charity information forwarding (a new behavior of participating in online charities via social media). However, the development of online charities has been accompanied by many problems, such as donation fraud and fake charity information, which adversely affect social kindness. The purpose of this paper is to understand people's online donation and forwarding behaviors and to explore the mechanisms of such behaviors from the perspectives of cognitive-based trust and emotional-based empathic concern.

Design/methodology/approach

This study developed a research model based on the elaboration likelihood model (ELM) and stimulus–organism–response (SOR) model. The researchers obtained 287 valid samples via a scenario-based experimental survey and conducted partial least squares structural equation modeling (PLS-SEM) to test the model.

Findings

The results indicated that (1) online donation intention is motivated by rational-based trust and emotional-based empathic concern; (2) online charity information forwarding is triggered only when trust is built, and there is no significant correlation between empathic concern and forwarding intention; and (3) content quality, initiator credibility, and platform reputation are three critical paths to promote trust; in addition, an individual's empathic concern can be motivated by the emotional appeal.

Originality/value

This study highlights the different mechanisms of donation and forwarding behaviors and provided theoretical measures for motiving trust and empathic concern in the online context to promote people's participation in online charity.

Details

Industrial Management & Data Systems, vol. 121 no. 7
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 27 March 2023

Dong-Heon Kwak, Derek L. Nazareth, Saerom Lee, Jinwoong Lee, Greta L. Polites and Deborah Erdos Knapp

Drawing upon the consistency literature, the theory of visual rhetoric and social judgment of warmth and competence, this study examines the determinants and impacts of perceived…

Abstract

Purpose

Drawing upon the consistency literature, the theory of visual rhetoric and social judgment of warmth and competence, this study examines the determinants and impacts of perceived interface design consistency in the context of charity websites.

Design/methodology/approach

To identify design factors of perceived interface design consistency, this study separates charity website interface design into two aspects: main appeal design (i.e. appeal quality) and peripheral design (i.e. image type). The authors designed a two (appeal quality: low vs high) × three (image type: control vs adults vs children) controlled lab experiment to investigate the effects of various interface choices. A total of 217 subjects participated in the experiment. The authors used structural equation model (SEM) analysis and analysis of covariance (ANCOVA) to test the research hypotheses.

Findings

This study found that appeal quality and human images increase perceived interface design consistency. The authors also found that the relationship between appeal quality and perceived interface design consistency is moderated by image type. Finally, the authors showed that perceived interface design consistency increases perceived warmth and competence of charity websites, which in turn affect intention to use the website for donations.

Originality/value

The authors’ findings provide novel insights for theory on consistency and interface design and practical implications for charity website designers by identifying determinants and consequences of perceived interface design consistency.

Details

Internet Research, vol. 33 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 28 August 2021

Laily Dwi Arsyianti and Salina Kassim

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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

Practical implications

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.

Social implications

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.

Originality/value

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.

Details

International Journal of Ethics and Systems, vol. 37 no. 4
Type: Research Article
ISSN: 2514-9369

Keywords

Article
Publication date: 2 February 2015

Muhammad Kashif, Syamsulang Sarifuddin and Azizah Hassan

The purpose of this paper is to test the extended theory of planned behaviour (TPB) model to investigate money donation intentions and behaviour. Furthermore, the applicability of…

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Abstract

Purpose

The purpose of this paper is to test the extended theory of planned behaviour (TPB) model to investigate money donation intentions and behaviour. Furthermore, the applicability of an extended TPB model is tested for the first time in a collectivist culture.

Design/methodology/approach

The data have been collected from 221 people living in the city of Kuala Lampur through a questionnaire based on extended TPB model. The data have been analysed through employing structural equation modelling (SEM) procedures to extract meaningful conclusions.

Findings

The results depict an excellent fit to the extended TPB model. The past behaviour, injunctive norms, and intentions to donate positively contribute towards actual behaviour to donate money. Attitude, self-reported behaviour, descriptive norms, and moral norms do not significantly contribute to intentions to donate money.

Practical implications

Managers of charitable organisations are struggling to attract customers who can actively donate money in response to various fundraising campaigns. This study will provide some useful strategies to help managers in attracting and retaining customers for life.

Originality/value

Research studies performed to investigate money donation intentions and behaviour are scarce where current research fills this knowledge gap by presenting a developing country perspective. In addition to that, extended TPB model to investigate money donation intentions and behaviour has never been refuted through SEM procedures.

Details

Marketing Intelligence & Planning, vol. 33 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 4 November 2014

Sri Rahayu Hijrah Hati and Aida Idris

The purpose of this paper is to examine the influence of extrinsic factors, namely, age, education, gender, marital status and income on customers’ intention to support Islamic…

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Abstract

Purpose

The purpose of this paper is to examine the influence of extrinsic factors, namely, age, education, gender, marital status and income on customers’ intention to support Islamic social enterprises via donation. The paper also assesses the influence of religiosity on support intention (SI). The impact of customers’ perceptual reaction to the credibility of social enterprises’ advertising is also measured to assess its influence on SI.

Design/methodology/approach

A total of 214 completed questionnaires from online and offline surveys were analysed using several statistical analyses, including structural equation modelling, to assess the effects of the independent variables on SI.

Findings

The study found that customers’ socioeconomic status and religiosity have no significant influence on their intention to channel their donations via Islamic social enterprises. It is the social enterprises’ advertising which significantly influences their SI.

Research limitations/implications

The study focuses on an Islamic research context of social entrepreneurship. Thus, the results cannot be generalised directly to the non-Islamic social entrepreneurship context.

Practical implications

Findings of the study suggest that organisations should develop effective communication strategies through advertising to highlight organisational credibility as it plays an important role in shaping customers’ attitudes and intentions.

Originality/value

The study investigates the effects of marketing on customers’ SI. It also considers credibility, advertising, and the concept of branding in a context of social entrepreneurship, a concept that is still largely unexplored in the literature.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 26 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 13 November 2020

Bela Florenthal, Manar Awad and Susan Godar

Nonprofit organizations (NPOs) are increasingly using social media outlets to target millennials for donations of time and money. This study aims to investigate the motivational…

Abstract

Purpose

Nonprofit organizations (NPOs) are increasingly using social media outlets to target millennials for donations of time and money. This study aims to investigate the motivational drivers of millennials’ intention to donate money to charities on social media sites (SMSs).

Design/methodology/approach

A partial least squares-structural equation modeling (PLS-SEM) method was used to test the proposed model.

Findings

The results indicate that both information seeking and entertainment, coupled with subjective norm, directly affect millennials’ intention to donate money to NPOs via SMSs. In addition, attitude toward engagement with NPOs on SMSs mediates the impact of credibility (fully, positively), irritation (fully, negatively) and entertainment (partially, positively) on behavior intention. Implications for practitioners are discussed.

Originality/value

An integration of two leading theories, Uses and An integration of two leading theories, Uses and Gratifications (U&G) and the Technology Acceptance Model (TAM)—is used to examine the antecedents of donation behavior of this cohort as related to their engagement with NPOs on SMSs. Such an approach has not been used in the past to examine Millennials’ engagement with NPOs on SMSs.

Details

Young Consumers, vol. 21 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 4 November 2014

Min Teah, Michael Lwin and Isaac Cheah

The purpose of this paper is to examine the relationship between image of charitable organizations, attitudes towards charities and motivation to donate. In addition, the study…

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Abstract

Purpose

The purpose of this paper is to examine the relationship between image of charitable organizations, attitudes towards charities and motivation to donate. In addition, the study will investigate the moderating effects of religious beliefs on attitudes towards charities and motivation to donate.

Design/methodology/approach

Data are collected using a self-administered questionnaire. Trained interviewers employed a mall-intercept method in downtown Kuala Lumpur over both weekdays and weekends. The scales are adapted from established sources.

Findings

It was found that religious beliefs moderates the relationship between attitudes towards charities and motivation to donate. In addition, image of charitable organizations has a positive influence on attitudes towards charities. It was also found that both image of charitable organizations and attitudes towards charities influence motivation to donate.

Research limitations/implications

The study is conducted within downtown Kuala Lumpur and is not generalizable across Malaysia and other countries. In addition, this study only looked at general religious beliefs, therefore findings are not specific to a religion. As a result, possible religious differences may be neglected. Lastly, the study only focused on donors and further studies need to be conducted on non-donors to further understand donation behaviour.

Practical implications

The findings from the study provide valuable insights to charities, government bodies and policy makers as it highlights the linkages between image of charitable organizations, attitudes towards charities and the motivation to donate of past donors. Additionally, religious bodies can also use the findings to formulate communication strategies to benefit charities as well as the broader community.

Originality/value

The study provides insights into the motivations of donors to donate to charities. More importantly, it also examines the influence of religious beliefs on donation behaviour, thus shedding insights on the opportunities for fundraising by charities.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 26 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

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