000109600 001__ 109600 000109600 005__ 20230519145414.0 000109600 0247_ $$2doi$$a10.1108/JSM-06-2020-0216 000109600 0248_ $$2sideral$$a123371 000109600 037__ $$aART-2021-123371 000109600 041__ $$aeng 000109600 100__ $$aWallace, E. 000109600 245__ $$aA typology of conspicuous donation on Facebook 000109600 260__ $$c2021 000109600 5060_ $$aAccess copy available to the general public$$fUnrestricted 000109600 5203_ $$aPurpose: 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. 000109600 536__ $$9info:eu-repo/grantAgreement/ES/DGA/S54-20R-GENERES Group$$9info:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2017-82103-P 000109600 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc$$uhttp://creativecommons.org/licenses/by-nc/3.0/es/ 000109600 590__ $$a5.246$$b2021 000109600 592__ $$a1.599$$b2021 000109600 594__ $$a7.0$$b2021 000109600 591__ $$aBUSINESS$$b72 / 155 = 0.465$$c2021$$dQ2$$eT2 000109600 593__ $$aMarketing$$c2021$$dQ1 000109600 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion 000109600 700__ $$0(orcid)0000-0001-6631-8909$$aBuil, I.$$uUniversidad de Zaragoza 000109600 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000109600 773__ $$g35, 4 (2021), 535-552$$pJOURNAL OF SERVICES MARKETING$$tJOURNAL OF SERVICES MARKETING$$x0887-6045 000109600 8564_ $$s535488$$uhttps://zaguan.unizar.es/record/109600/files/texto_completo.pdf$$yPostprint 000109600 8564_ $$s816892$$uhttps://zaguan.unizar.es/record/109600/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint 000109600 909CO $$ooai:zaguan.unizar.es:109600$$particulos$$pdriver 000109600 951__ $$a2023-05-18-13:57:17 000109600 980__ $$aARTICLE