Cause-Related Marketing Advertising Formats on Nonprofit Websites

Cross‐media synergies between TV news media and social media in charitable crowdfunding

“…The study of charitable behavior has also utilized other lenses from psychology, anthropology, and sociology, which have identified intrinsic factors (e.g., social justice, sympathy, nostalgia), demographic variables (e.g., age or income), perceptual variables (e.g., fit with self, stimulus strength, or noise), and other factors (e.g., number of victims) have been studied widely (e.g., see Butts et al, 2019; Sargeant, 1999). Among studies in marketing, scholars have recently investigated factors such as prior beliefs and message involvement (Van Steenburg & Spears, 2021), nostalgia (Ford & Merchant, 2010), religiosity (Septianto et al, 2021), perceived autonomy (Lv & Huang, 2022), dollar amount versus sponsorship framing (Ndasi et al, 2021), self‐construal and identifiable victims (van Esch et al, 2021), self‐ versus other‐benefits (Jin et al, 2021), emotional appeal and message framing (Pham & Septianto, 2019), and the role of AI in ad creation (Arango et al, 2023).…”