148449 20250117162507.0 doi 10.1080/10696679.2020.1859335 sideral 122503 ART-2021-122503 eng Minguez, A. Universidad de Zaragoza (orcid)0000-0002-4565-6746 Understanding the effectiveness of social influence appeals in charitable giving: the roles of affinity with the cause, and past giving behavior 2021 Nonprofit 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. Access copy available to the general public Unrestricted info:eu-repo/grantAgreement/ES/DGA/SS54-17R info:eu-repo/grantAgreement/ES/MICINN-FEDER/ECO2017-83993-P info:eu-repo/semantics/openAccess by-nc-nd http://creativecommons.org/licenses/by-nc-nd/3.0/es/ 0.884 2021 Marketing 2021 Q2 3.9 2021 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Sese, F.J. Universidad de Zaragoza (orcid)0000-0001-5321-8052 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 29, 3 (2021), 375-386 Journal of Marketing Theory and Practice 1069-6679 380366 http://zaguan.unizar.es/record/148449/files/texto_completo.pdf Postprint 710230 http://zaguan.unizar.es/record/148449/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:148449 articulos driver 2025-01-17-14:35:59 ARTICLE