Resumen: 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.
Idioma: Inglés
DOI: 10.1108/JSM-06-2020-0216
Año: 2021
Publicado en: JOURNAL OF SERVICES MARKETING 35, 4 (2021), 535-552
ISSN: 0887-6045
Factor impacto JCR: 5.246 (2021)
Categ. JCR: BUSINESS rank: 72 / 155 = 0.465 (2021) - Q2 - T2
Factor impacto CITESCORE: 7.0 - Business, Management and Accounting (Q1)
Factor impacto SCIMAGO: 1.599 - Marketing (Q1)
Financiación: info:eu-repo/grantAgreement/ES/DGA/S54-20R-GENERES Group
Financiación: info:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2017-82103-P
Tipo y forma: Article (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes.
Exportado de SIDERAL (2023-05-18-13:57:17)
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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.
Idioma: Inglés
DOI: 10.1108/JSM-06-2020-0216
Año: 2021
Publicado en: JOURNAL OF SERVICES MARKETING 35, 4 (2021), 535-552
ISSN: 0887-6045
Factor impacto JCR: 5.246 (2021)
Categ. JCR: BUSINESS rank: 72 / 155 = 0.465 (2021) - Q2 - T2
Factor impacto CITESCORE: 7.0 - Business, Management and Accounting (Q1)
Factor impacto SCIMAGO: 1.599 - Marketing (Q1)
Financiación: info:eu-repo/grantAgreement/ES/DGA/S54-20R-GENERES Group
Financiación: info:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2017-82103-P
Tipo y forma: Article (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes. Exportado de SIDERAL (2023-05-18-13:57:17)
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Record created 2022-02-08, last modified 2023-05-19