148450 20250117162507.0 doi 10.1002/nvsm.1706 sideral 122504 ART-2022-122504 eng Minguez, A. Universidad de Zaragoza (orcid)0000-0002-4565-6746 Social norms and recognition in social fundraising campaigns: The moderating role of self-construal 2022 Developing effective solicitation campaigns has become a priority for nonprofit organizations to raise funds. To do so, they have begun to introduce social information and recognition mechanisms in their campaigns to encourage donations, yet our current understanding of the effectiveness of these interventions is limited. This study intends to contribute to a better understanding of the effectiveness of these campaigns by investigating the role played by social norms, recognition, and their interplay in charitable giving. In addition, the study also investigates the extent to which these effects are moderated by self-construal, an important individual psychological trait. This empirical investigation conducted an experimental design between subjects on a sample of 261 participants. A two-stage correction approach was used to estimate two dependent variables. The effectiveness of social norms and recognition varies depending on the decision in play (whether to donate, or how much to donate) as well as on an individual''s self-construal (independent or interdependent). Strategies that combine several of these mechanisms should take into account their objective, that is, whether it is focused on boosting symbolic support or on incentivizing significant contributions. This article contributes by demonstrating that the type of social norm and the type of recognition matter, as they produce significant different effects on both the donation decision and the donation amount. 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 All rights reserved http://www.europeana.eu/rights/rr-f/ 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 27, 1 (2022), e1706 International Journal of Nonprofit and Voluntary Sector Marketing 1465-4520 577009 http://zaguan.unizar.es/record/148450/files/texto_completo.pdf Postprint 1107077 http://zaguan.unizar.es/record/148450/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:148450 articulos driver 2025-01-17-14:36:00 ARTICLE