The Impact of Victims’ Imagery On Charity Crowdfunding Campaigns

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

“…According to Shepherd (2023), crowdfunding campaigns generate over $17 billion annually in North America, and the overall crowdfunding market may reach $300 billion by 2030. Given its economic possibilities, marketing scholars have devoted increasing attention to designing crowdfunding campaigns that are effective in increasing contribution behavior (i.e., Al‐Qershi et al, 2022; Buskila & Perez, 2022; Chen et al, 2016; Dai & Zhang, 2019; Gamble, 2019; Precourt, 2016; Xiang et al, 2019).…”

“…While crowdfunding is often utilized for entrepreneurial purposes, both private individuals and non‐profit organizations seeking to raise money for charitable causes can do so via crowdfunding (i.e., Argo et al, 2020; Buskila & Perez, 2022; Choy & Schlagwein, 2016; Liu et al, 2018). In this vein, charitable crowdfunding offers consumers a way of engaging in prosocial behavior, or behavior intended to provide assistance to others in need (i.e., Klucarova & He, 2022; Morvinski, 2022; Winterich & Zhang, 2014).…”

“…by 2030. Given its economic possibilities, marketing scholars have devoted increasing attention to designing crowdfunding campaigns that are effective in increasing contribution behavior (i.e., Al-Qershi et al, 2022;Buskila & Perez, 2022;Chen et al, 2016;Dai & Zhang, 2019;Gamble, 2019;Precourt, 2016;Xiang et al, 2019).…”

Charity ugliness premium: Donors' empathy for unattractiveness during the COVID‐19 pandemic and implications for charity advertising

“…The prevalence of visual stimuli in prosocial advertising has sparked academic interest in examining the effectiveness of such strategies (Buskila & Perez, 2022;Urbonavicius et al, 2019).…”

“…Marketers and policymakers use them to motivate various prosocial behaviors, such as conserving the environment and protecting animals (e.g., International Union for Conservation of Nature and Natural Resources Red List), addressing poverty and food security (e.g., The World Food Programme), and combatting human rights violations and abuses (e.g., United Nations Children's Fund). The prevalence of visual stimuli in prosocial advertising has sparked academic interest in examining the effectiveness of such strategies (Buskila & Perez, 2022; Urbonavicius et al, 2019).…”