Understanding the effectiveness of social influence appeals in charitable giving: the roles of affinity with the cause, and past giving behavior

Minguez, A. (Universidad de Zaragoza) ; Sese, F.J. (Universidad de Zaragoza)

Resumen: 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.

Idioma: Inglés

DOI: 10.1080/10696679.2020.1859335

Año: 2021

Publicado en: Journal of Marketing Theory and Practice 29, 3 (2021), 375-386
ISSN: 1069-6679

Factor impacto CITESCORE: 3.9 - Business, Management and Accounting (Q2)

Factor impacto SCIMAGO: 0.884 - Marketing (Q2)

Financiación: info:eu-repo/grantAgreement/ES/DGA/SS54-17R
Financiación: info:eu-repo/grantAgreement/ES/MICINN-FEDER/ECO2017-83993-P

Tipo y forma: Article (PostPrint)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)