000148449 001__ 148449
000148449 005__ 20250117162507.0
000148449 0247_ $$2doi$$a10.1080/10696679.2020.1859335
000148449 0248_ $$2sideral$$a122503
000148449 037__ $$aART-2021-122503
000148449 041__ $$aeng
000148449 100__ $$0(orcid)0000-0002-4565-6746$$aMinguez, A.$$uUniversidad de Zaragoza
000148449 245__ $$aUnderstanding the effectiveness of social influence appeals in charitable giving: the roles of affinity with the cause, and past giving behavior
000148449 260__ $$c2021
000148449 5060_ $$aAccess copy available to the general public$$fUnrestricted
000148449 5203_ $$aNonprofit organizations today face the challenges in terms of not only attracting the largest number of donors, but also developing effective strategies capable of targeting the right audience. To do so, social fundraising campaigns increasingly rely on social influence to motivate individuals to donate. This study aims to analyze the impact of social influence by using descriptive and injunctive social norms on the intention to donate, considering also the central roles that two personal characteristics–i.e., affinity with the social cause and past giving behavior–can play as moderators. The study findings enable us to provide both theoretical and practical implications.
000148449 536__ $$9info:eu-repo/grantAgreement/ES/DGA/SS54-17R$$9info:eu-repo/grantAgreement/ES/MICINN-FEDER/ECO2017-83993-P
000148449 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
000148449 592__ $$a0.884$$b2021
000148449 593__ $$aMarketing$$c2021$$dQ2
000148449 594__ $$a3.9$$b2021
000148449 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion
000148449 700__ $$0(orcid)0000-0001-5321-8052$$aSese, F.J.$$uUniversidad de Zaragoza
000148449 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000148449 773__ $$g29, 3 (2021), 375-386$$tJournal of Marketing Theory and Practice$$x1069-6679
000148449 8564_ $$s380366$$uhttps://zaguan.unizar.es/record/148449/files/texto_completo.pdf$$yPostprint
000148449 8564_ $$s710230$$uhttps://zaguan.unizar.es/record/148449/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint
000148449 909CO $$ooai:zaguan.unizar.es:148449$$particulos$$pdriver
000148449 951__ $$a2025-01-17-14:35:59
000148449 980__ $$aARTICLE