scholarly journals An Identity-Based Model Explaining Online Donor Appreciation

2021 ◽  
pp. 183933492110276
Author(s):  
Kathleen Chell ◽  
Gary Mortimer ◽  
Barbara M. Masser ◽  
Rebekah Russell-Bennett
Keyword(s):  
Random Sample ◽  
Research Design ◽  
Online Survey ◽  
Blood Donors ◽  
Word Of Mouth ◽  
Identity Theory ◽  
Donor Retention ◽  
Positive Identity ◽  
Identity Based ◽  
Emotional Value

Nonprofit organization (NPO) marketers are now increasingly turning online to recognize donors, with little understanding as to how online donor appreciation influences behavior. A scenario-based research design using an online survey was administered to a random sample of voluntary blood donors ( n = 356). The findings contribute to identity theory by demonstrating that online recognition (digital badge shared to Facebook) can strengthen subjective impressions of identity-related behavior above a private thank-you email alone. Furthermore, outcomes of a positive identity appraisal (accountability and emotional value) were found to differentially drive NPO-benefiting activities (positive electronic word-of-mouth and donation intentions) depending on donation experience. The results strategically inform online donor appreciation activities to improve donor retention.

scholarly journals Share experiences: receiving word of mouth and its effect on relationships with donors

2018 ◽  
Vol 32 (3) ◽  
pp. 322-333 ◽  
Author(s):  
Larissa M. Sundermann
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Blood Donors ◽  
Word Of Mouth ◽  
Reference Group ◽  
Service Research ◽  
Related Factors ◽  
Content Type ◽  
Non Profit ◽  
The Impact

PurposeAlthough antecedents and consequences for the sender of word of mouth (WOM) are well evaluated in many research fields, non-profit service research focusing on consequences for WOM receivers is limited. Thus, the purpose of this paper is to provide evidence for the positive effect that WOM has on commitment, trust, satisfaction and identification (relationship-related factors) and on intentional loyalty of blood donors. Furthermore, the role of the social reference group and the incentive ethics are analysed.Design/methodology/approachBlood donors of the German Red Cross Blood Donor Service were invited to take part in an online survey during May/June 2016. A total of 702 (23.74 per cent) blood donors, who first donated in 2015/2016, participated. The data were analysed using partial least squares structural equation modelling.FindingsThe results provide evidence that the mere presence of receiving WOM positively influences commitment, satisfaction and identification as well as intentional loyalty. The negative moderation effect of incentive ethics was partially confirmed.Practical implicationsThis study recommends using WOM approaches to bind donors but first evaluating the exact consequences of provided WOM rewards. WOM is an effective strategy, and non-profit organizations (NPOs) should use this to strengthen their relationship with donors.Originality valueThe paper provides and tests a theoretical framework to evaluate the impact of receiving WOM on relationship-related factors and intentional loyalty. It fills a gap in current discussions about the effectiveness of WOM as a marketing strategy to strengthen donor–NPO relationships.

scholarly journals Crisis Communication Preparedness Practices Among U.S. Charitable Organizations: Results From a National Survey

SAGE Open ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 215824402110145
Author(s):  
Ryan P. Fuller ◽  
Antonio La Sala
Keyword(s):  
Nonprofit Organizations ◽  
Crisis Management ◽  
Crisis Communication ◽  
Online Survey ◽  
Word Of Mouth ◽  
Negative Word ◽  
Organizational Crisis ◽  
Crisis Planning ◽  
Charitable Organizations ◽  
Major Stakeholder

Organizations should prepare for crises, through identifying crisis concerns, having written crisis communication plans, and designating teams for crisis planning and response, for example. Nonprofit organizations, which represent an important sector of U.S. society, are no different in needing to prepare, but to date, a review of their crisis communication preparedness is lacking. Therefore, a national online survey of 2,005 U.S. charitable organizations was administered to determine nonprofit organizations’ adoption of an anticipatory perspective of crisis management. The anticipatory perspective shifts the organization’s focus from reaction to crises to anticipation of them. According to the survey, 75% of organizations reported at least one organizational crisis in the 24 months prior to taking the survey (circa 2017–2019). Loss of a major stakeholder was the most common organizational crisis that had occurred and the greatest future concern. Most nonprofits (97.5%) reported implementing some crisis communication preparedness tactics. Importantly, charitable organizations can enact communication preparedness tactics without significantly detracting from program delivery. Moreover, given the general concerns within the sector, nonprofit organizations should prepare specifically for loss of a major stakeholder and technologically created crises such as data breaches and negative word of mouth on social media.

E-retailer cognitive and emotional relationship quality: their experiential antecedents and differential impact on brand evangelism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ibrahim Al Nawas ◽  
Shadi Altarifi ◽  
Nabil Ghantous
Keyword(s):  
Relationship Quality ◽  
Social Presence ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Growth Strategies ◽  
Content Type ◽  
The Difference ◽  
Brand Evangelism

PurposeLimited knowledge exists on the difference in the antecedents and outcomes of relationship quality's cognitive and emotional aspects for e-retailers. This research tests how utilitarian and hedonic shopping values differentially affect “cognitive and emotional” relationship quality components and how the latter differentially affects word-of-mouth and brand evangelism.Design/methodology/approachOnline survey data were collected from 450 Jordanian online shoppers. Structural equation modeling (AMOS 24.0) was employed to analyze the data.FindingsFirst, e-retailer's informativeness and transaction convenience (i.e. utilitarian values), drive more strongly cognitive than emotional relationship quality, whereas e-retailer's escapism and social presence (i.e. hedonic values) drive more strongly emotional than cognitive relationship quality. Second, emotional relationship quality has a strong significant effect on brand evangelism, whereas cognitive relationship quality's effect is insignificant. Third, there are no statistically significant differences concerning the effect of cognitive and emotional relationship quality on word-of-mouth.Originality/valueThe findings of our research are expected to enhance our understanding of e-retailer relationship quality, its emergence and consequences. They would also provide e-retailers with guidance on how to execute growth strategies by focusing on specific types of brand relationship quality, on the other hand.

scholarly journals PERAN PEMODERASI TEKANAN WAKTU HUBUNGAN ANTARA NILAI FUNGSIONAL DAN NILAI EMOSIONAL TERHADAP NIAT BELI PRODUK FLASH SALE

2020 ◽  
Vol 6 (3) ◽  
Author(s):  
Wiry Utami
Keyword(s):  
Regression Analysis ◽  
Multiple Regression Analysis ◽  
Purchase Intention ◽  
Online Survey ◽  
Time Pressure ◽  
Hierarchical Regression ◽  
Functional Value ◽  
Emotional Value ◽  
The Relationship

ABSTRACT The research examines the role of time pressure as moderating variable to the relationship between functional value and emotional value on purchase intention on flash sale product. Data for this research were collected by online survey and administered to 150 respondents. The hypothesis testing was conducted using multiple regression analysis and hierarchical regression analysis. Finding of this indicated that functional value and emotional value have positive and significant effect on purchase intention. Time pressure has no negatively moderated the effect of functional value and emotional value on purchase intention. Keywords: functional value, emotional value, time pressure ABSTRAK Penelitian ini menguji peran tekanan waktu sebagai variabel moderasi hubungan antara nilai fungsional dan nilai emosional terhadap niat beli konsumen pada produk flash sale. Data di kumpulkan melalui survey online dengan 150 responden. Pengujian hipotesis dilakukan dengan menggunakan analisis regresi berganda dan analsisi regresi hirarki. Hasil dari penelitian menunjukan bahwa nilai fungsional dan nilai emosional berpengaruh terhadap niat beli. Tekanan waktu tidak memoderasi secara negatif pengaruh nilai fungsional dan nilai emosional terhadap niat beli. Kata Kunci: nilai fungsional, nilai emosional, tekanan waktu

The Study of Para-Social Interaction with e-Word-of-Mouth for Influencer Marketing by Complex Computing

2022 ◽  
Vol 34 (3) ◽  
pp. 0-0
Keyword(s):  
Regression Analysis ◽  
Social Interaction ◽  
Online Survey ◽  
Partial Least Squares Regression ◽  
Word Of Mouth ◽  
Reliability And Validity ◽  
Least Squares Regression ◽  
Data Process ◽  
Analysis Methodology ◽  
The Relationship

The purpose of this study was focused on exploring the relationship among the fans’ preferences, fans’ para-social interaction, and fans’ word-of-mouth. A survey consisted of 21 items based on the literature review and developed by this study. An online survey was distributed to the users of YouTube in Taiwan. A total of 606 valid samples was collected by survey. The instrument passed the reliability and validity test. Further, the data process applied the PLS (partial least squares) regression analysis methodology. The result shows that the ‘attractive’ impacted ‘para-social interaction’, ‘e-word-of-mouth’, and ‘preferences of fans’ positively. In addition, the para-social interaction plays an important role as a mediator between influencer’s attractiveness, w-word-of-mouth, and preferences of fans. Some suggestions were provided for social media influence’ related studies as reference.

Investigating tourist post-travel evaluation and behavioural intention: a cultural intelligence perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yunen Zhang ◽  
Wei Shao ◽  
Park Thaichon
Keyword(s):  
Structural Equation ◽  
Cultural Intelligence ◽  
Online Survey ◽  
Word Of Mouth ◽  
Behavioural Intention ◽  
Content Type ◽  
Tourist Satisfaction ◽  
Revisit Intention ◽  
Overseas Travel ◽  
Chinese Tourists

PurposeThis paper aims to investigate whether cultural intelligence will influence Chinese tourists’ travel satisfaction, revisit intention and word-of-mouth communication.Design/methodology/approachAn online survey was conducted to collect data from 614 adult Chinese tourists, who have overseas travel experiences. Then, the Statistics Package for the Social Sciences (SPSS) and the structural equation modelling (SEM) were employed for data analysis.FindingsThe findings confirm that cultural intelligence has significant positive impacts on tourist satisfaction, revisit intention and electronic word-of-mouth (eWOM) communication. Additionally, tourist satisfaction significantly affects tourist eWOM communication.Originality/valueThis study provides theoretical and practical contributions regarding the effects of tourist cultural intelligence, especially on tourist post-travel evaluation and behavioural intention, which has been merely investigated in extant tourism research.

Mixed Methods Research Online

2015 ◽  
pp. 411-432
Author(s):  
Theodora Issa ◽  
David Pick
Keyword(s):  
Mixed Methods ◽  
Business Ethics ◽  
Research Methods ◽  
Research Design ◽  
Mixed Methods Research ◽  
Online Survey ◽  
Practical Relevance ◽  
Mixed Methods Design ◽  
Survey Tool ◽  
Sensitive Issues

Contributing to the ongoing debate in research on sensitive issues such as business ethics, this chapter provides a discussion of mixed methods research design, examining the processes and challenges of developing and deploying an online survey tool using technology within an interpretive mixed methods design. This chapter provides pointers on how to deploy this approach through technology to research business ethics using the example of researching ethical mindsets and its components, including spirituality and aesthetics. It is found that mixed methods research is an effective approach because it allows often sensitive issues (i.e. business ethics, aesthetics, spirituality) relating to questioning individuals' inner values and ethical propensities, which are usually subtle and difficult to measure and analyze constructs. While this tool was developed in the Australian context, it has the potential to form a foundation for wider examination and research in business ethics. The chapter contributes to the collective discussion of research methods using a framework that has both practical relevance and theoretical rigor.

Setting Up an Online Survey Instrument for Effective Quantitative Cross-Tabulation Analysis

2019 ◽  
pp. 17-29
Keyword(s):  
Survey Research ◽  
Research Design ◽  
Data Analytics ◽  
Online Survey ◽  
Design Research ◽  
Survey Instrument ◽  
Research Context ◽  
Research Questions ◽  
Cross Tabulation ◽  
Analyze Data

The building of an online survey instrument involves sophisticated understandings of the research context, research design, research questions, and other elements. A lesser observed need is to consider what types of data analytics will be applied to the findings. With beginning-to-end online survey research suites, it becomes all the more necessary to think through the process from beginning to end in order to create an instrument that achieves all the necessary aims of the research. After all, improper online survey instrument designs will result in makework when it comes time to analyze data and will foreclose on particular data analytics opportunities. (Such instruments also will not have second or third uses after the first one-off.) This chapter explores how to build an effective online survey instrument to enable a quantitative cross tabulation analysis with the built-in analysis Qualtrics.

Issues With the Importance of Branding, Brand Personality and Symbolic Meaning of Brands in the Smartphone Industry

2019 ◽  
pp. 56-97
Author(s):  
Dominic Appiah ◽  
Wilson Ozuem
Keyword(s):  
Word Of Mouth ◽  
Identity Theory ◽  
Brand Personality ◽  
Negative Word ◽  
Symbolic Meaning ◽  
Comparative Advertising ◽  
Managerial Practices ◽  
Brand Switching ◽  
Social Creativity ◽  
Positive Effect

The extent to which a brand expresses and enhances one's identity is determined by the level of brand identification and this has a positive effect on word-of-mouth reports. Identification is often linked to the causes and aims of the organization; in instances where the organization is known to stand for a particular cause, consumers are likely to identify with the mission of the company and furthermore to demonstrate loyalty to its products. Drawing on the identity theory perspective, this chapter aims to examine the resistance to brand switching in the smartphone industry. The findings suggest that brand identifiers sometimes proactively generate negative word-of-mouth about brands that they do not identify with, especially after they are exposed to comparative advertising. Several insights regarding the literature on resistance to brand switching in the smartphones industry were identified, including conceptualizing social creativity. Suggestions are offered for future researchers, and implications for managerial practices on the study findings are provided.

Mixed Methods Research Online

2015 ◽  
pp. 19-40
Author(s):  
Theodora Issa ◽  
David Pick
Keyword(s):  
Mixed Methods ◽  
Business Ethics ◽  
Research Methods ◽  
Research Design ◽  
Mixed Methods Research ◽  
Online Survey ◽  
Practical Relevance ◽  
Mixed Methods Design ◽  
Survey Tool ◽  
Sensitive Issues

Contributing to the ongoing debate in research on sensitive issues such as business ethics, this chapter provides a discussion of mixed methods research design, examining the processes and challenges of developing and deploying an online survey tool using technology within an interpretive mixed methods design. This chapter provides pointers on how to deploy this approach through technology to research business ethics using the example of researching ethical mindsets and its components, including spirituality and aesthetics. It is found that mixed methods research is an effective approach because it allows often sensitive issues (i.e. business ethics, aesthetics, spirituality) relating to questioning individuals' inner values and ethical propensities, which are usually subtle and difficult to measure and analyze constructs. While this tool was developed in the Australian context, it has the potential to form a foundation for wider examination and research in business ethics. The chapter contributes to the collective discussion of research methods using a framework that has both practical relevance and theoretical rigor.

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