The effects of message order on emotions and donation intention in charity advertising: the mediating roles of negative and positive empathy

2021 ◽  
pp. 1-18
Author(s):  
Mikyeung Bae
Keyword(s):  
Donation Intention

Effects of the severity of collective threats on people's donation intention

2021 ◽  
Author(s):  
Chundong Zheng ◽  
Ning Liu ◽  
Cheng Luo ◽  
Lin Wang
Keyword(s):  
Donation Intention

scholarly journals Examining the Antecedents of User Donation Intentions Toward Social Media Articles: Moderation Effects of Social Contagion

SAGE Open ◽  
2021 ◽  
Vol 11 (1) ◽  
pp. 215824402110063
Author(s):  
Isaac Owusu Asante ◽  
Jiaming Fang ◽  
Dennis Fiifi Darko ◽  
Hossin M. D. Altab
Keyword(s):  
Social Media ◽  
Nonprofit Organization ◽  
Perceived Value ◽  
Perceived Usefulness ◽  
Social Contagion ◽  
Moderation Effects ◽  
The Social ◽  
Academic Researchers ◽  
Perceived Enjoyment ◽  
Donation Intention

Donations to articles on social media, as a new behavior, have been trending in recent years. Unlike donations to a charitable and nonprofit organization or victims, donations to social media articles have been accorded minimal attention from academic researchers. From the stimuli–organism–response framework, this study proposed a model to investigate the factors that influence the donation intentions of users on social media toward articles. Our results demonstrate that the credibility of the article determines users’ donation intentions. The results also indicate that the perceived value (usefulness and enjoyment) of the article mediates the effects of article credibility on users’ donation intentions. The social contagion nature of the article is also proven to moderate the magnitude of impacts on donation intention by users’ perceived usefulness, perceived enjoyment, and perception of article credibility.

scholarly journals Promoting the Propensity for Blood Donation Through the Understanding of Its Antecedents.

2020 ◽  
Author(s):  
Roberta Guglielmetti Mugion ◽  
Pasca Maria Giovina ◽  
Di Pietro Laura ◽  
Maria Francesca Renzi
Keyword(s):  
Mixed Methods Research ◽  
Structural Equation ◽  
Theory Of Planned Behaviour ◽  
Word Of Mouth ◽  
Blood Donation ◽  
Universal Coverage ◽  
Equation Modeling ◽  
Planned Behaviour ◽  
Donation Intention ◽  
Italian Context

Abstract Background. The paper is aimed at understanding the main antecedents related to the blood donation propensity related to both donors and non-donors. With our research, we are going to analyse the two perspectives in order to identify similarities and differences concentrating on the Italian context. Our findings can be useful also in the COVID-19 epoch in which blood availability continue to be a primary need of hospitals. Blood is a vital resource that strongly affects the efficacy and sustainability of every national healthcare system and the system’s ability to achieve the goal of universal coverage. This is especially true in the COVID-19 epidemic, in which there is the need for blood among hospitals. Methods. The purpose of this paper is to understand the main antecedents of citizens’ blood donation intention and the propensity to enhance word of mouth among both donors and non-donors. To fulfil this purpose, the Theory of Planned Behaviour is adopted as a theoretical lens. An empirical investigation was performed in Italy, adopting a mixed methods research design. First, a qualitative analysis was carried out through 30 in-depth interviews. Then, a survey was used to quantitatively investigate the intention to donate among both donors (N=173) and non-donors (N=87). A conceptual model was developed and tested through Structural Equation Modeling, developing a multi-group approach. Results. The present study confirms the relations proposed by the Theory of Planned Behaviour, even though some differences between the two groups are shown. The construct Information and Communication is crucial for donors, non-donors, and non-donor inhibitors. Service quality has an impact on the propensity to generate Word Of Mouth. Conclusion. This paper reveals the main differences between donor and non-donor perspectives. Fruitful insights for enhancing blood donation awareness are provided. Our findings can also be useful in the COVID-19 epidemic, in which there is more need for blood in hospitals.

“Donate to help combat COVID-19!” How typeface affects the effectiveness of CSR marketing?

2020 ◽  
Vol 32 (10) ◽  
pp. 3315-3333
Author(s):  
Huiling Huang ◽  
Stephanie Q. Liu
Keyword(s):  
Brand Loyalty ◽  
Message Framing ◽  
Brand Trust ◽  
Content Type ◽  
Mediation Analyses ◽  
Psychological Mechanism ◽  
Donation Intention ◽  
Hospitality Managers ◽  
Corporate Social ◽  
Contemporary Context

Purpose Corporate social responsibility (CSR) marketing has become ubiquitous in the hospitality industry. The purpose of this paper is to examine the effectiveness of donation appeals containing warmth-focused versus competence-focused messages in hospitality CSR marketing. Moreover, we offer an innovative visual design strategy focusing on the typeface (handwritten vs machine-written) in donation appeals to encourage consumers’ donations and boost their brand loyalty. Design/methodology/approach This research used a 2 (message framing: warmth-focused vs competence-focused) × 2 (typeface: handwritten vs machine-written) between-subjects experimental design. Findings The findings suggest that donation appeals featuring warmth-focused messages combined with handwritten typeface and competence-focused messages combined with machine-written typeface can maximize donation intention and brand loyalty. Furthermore, results from the moderated mediation analyses indicate that brand trust is the psychological mechanism underlying these effects. Practical implications Hospitality managers should use typeface design, which is easy and inexpensive to manipulate, to enhance the effectiveness of CSR marketing. Specifically, for donation appeals featuring warmth-focused (competence-focused) messages, the handwritten (machine-written) typeface can boost consumers’ donation intention and brand loyalty. Originality/value To the best of the authors’ knowledge, this research is the first to reveal the competitive advantage of typeface design in hospitality CSR marketing. This research sheds light on the congruency effects of message framing and typeface design in donation appeals on consumers’ donation intention and brand loyalty while using the contemporary context of The Coronavirus Disease 2019 to test the theory.

scholarly journals Understanding the Correlates of Donor Intention: A Comparison of Local, National, and International Charity Destinations

2020 ◽  
pp. 089976402092709
Author(s):  
Andrew Robson ◽  
David John Hart
Keyword(s):  
Stepwise Multiple Regression ◽  
Stepwise Multiple Regression Analysis ◽  
Prior Work ◽  
Economic Uncertainty ◽  
Charitable Choice ◽  
The United Kingdom ◽  
Willingness To Donate ◽  
Key Variables ◽  
Donation Intention

The United Kingdom is generous toward charitable donations, and this commitment appears robust against a background of economic uncertainty. While prior work has identified a clear preference for domestic over international causes, research has yet to identify the range of variables that significantly correlate with this important element of charitable choice. A survey of 1,004 U.K. residents was designed to assess willingness to donate to local, national, and international causes. For each destination, stepwise multiple regression analysis identified the key variables that correlate to an individual’s willingness to donate. Findings suggest that donor willingness correlates with levels of trust, preferred types of charitable cause, and donation channels. In contrast, the role of donor demographics is relatively limited. The findings suggest some commonality in the variables that associate most significantly with willingness to donate locally and nationally, but those relating to international donation intention are relatively distinct.

scholarly journals Donate Time or Money? The Determinants of Donation Intention in Online Crowdfunding

2019 ◽  
Vol 11 (16) ◽  
pp. 4269 ◽  
Author(s):  
Yuangao Chen ◽  
Ruyi Dai ◽  
Jianrong Yao ◽  
Yixiao Li
Keyword(s):  
Social Presence ◽  
Structural Equation ◽  
Behavioral Control ◽  
Equation Modeling ◽  
Perceived Behavioral Control ◽  
Integration Framework ◽  
Activation Theory ◽  
Study Results ◽  
Practical Guidelines ◽  
Donation Intention

Compared with traditional charities, donation-based crowdfunding has many novel characteristics. Among the variety of factors that influence potential donors before they develop a donation intention, which are the main ones influencing the intention to donate online? The purpose of this paper is to investigate the key potential determinants of both time and money donations. This study attempts to combine the theory of planned behavior and norm activation theory with social presence theory to conceptualize and develop an integration framework to measure the donation intention. The results of the structural equation modeling, based on 350 valid questionnaire responses received from November 19 to December 19, 2018, suggest that the dependent variable of time donations is significantly affected by social presence, trust, and perceived behavioral control. As for the dependent variable of money donations, only subjective norm has an insignificant effect. The study results offer practical guidelines about the unique aspects of donation to managers of crowdfunding platform and fundraisers.

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