The influence of message appeal, social norms and donation social context on charitable giving: investigating the role of cultural tightness-looseness

Siemens, Jennifer Christie; Raymond, Mary Anne; Choi, Yunsik; Choi, Jayoung

doi:10.1080/10696679.2020.1717968

Cited by 22 publications

(11 citation statements)

References 41 publications

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“…(3) How does the message change consumers' decision. Previous studies that used student samples with a course credit reported no significant biasing to the result [94,95]. In fact, the students were highly engaged and motivated to participate in the research.…”

Section: Methodsmentioning

confidence: 93%

The Effectiveness of Robot-Enacted Messages to Reduce the Consumption of High-Sugar Energy Drinks

et al. 2022

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This exploratory study examines the effectiveness of social robots’ ability to deliver advertising messages using different “appeals” in a business environment. Specifically, it explores the use of three types of message appeals in a human-robot interaction scenario: guilt, humour and non-emotional. The study extends past research in advertising by exploring whether messages communicated by social robots can impact consumers’ behaviour. Using an experimental research design, the emotional-themed messages focus on the health-related properties of two fictitious energy drink brands. The findings show mixed results for humour and guilt messages. When the robot delivered a promotion message using humour, participants perceived it as being less manipulative. Participants who were exposed to humourous messages also demonstrated a significantly greater intent for future purchase decisions. However, guilt messages were more likely to persuade consumers to change their brand selection. This study contributes to the literature as it provides empirical evidence on the social robots’ ability to deliver different advertising messages. It has practical implications for businesses as a growing number seek to employ humanoids to promote their services.

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Section: Methodsmentioning

confidence: 93%

The Effectiveness of Robot-Enacted Messages to Reduce the Consumption of High-Sugar Energy Drinks

et al. 2022

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“…Charities complement the role of the governments by supporting and strengthening communities and societies (Siemens et al, 2020). Charites have a huge impact on the lives of Canadians.…”

Section: Literature Review 21 Charitiesmentioning

confidence: 99%

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2022

ESJ

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Mobile sales have increased over the past decade. In today's online retail environment, the mobile channel has the added potential to bring greater value to the retail value chain. While researchers have examined a number of factors contributing to the success of mobile technology in the context of forprofit businesses, the benefits of the mobile channel remain largely untapped by organizations in the third sectorthose outside the public and private sectors. Such organizations known as non-profits include voluntary and community organizations, cooperatives, and registered charities. Focusing specifically on charities, this article explores the impact of mobile technology on individuals' charitable intentions. Because the design of mobile apps influences both usability and functionality, we believe that their successful implementation can help charities not only increase their visibility but also attract more donations. This research proposes the use of the color green in a mobile app as a way to improve user browsing time on the charity's application. It is also proposed that the best time to target donors (existing and potential) is when they go to bed, otherwise known as "bedtime". Accordingly, the use of the color green in the conceptualization of a charity's mobile app significantly improves the user's attention when navigating the app and ultimately positively affects their intention to donate. To illustrate this

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“…An integral activity of nonprofit organizations is to create effective marketing communication to garner financial support for their causes. At the heart of all communication activities lies the critical role of message appeal in attracting and motivating donations (Siemens et al, 2020 ; Tao et al, 2021 ). However, the economic challenges facing private sector entities as a result of the COVID-19 pandemic have resulted in charities struggling to compensate for the loss in their donation pool by appealing to individual donors who may be less affected by the economic slowdown.…”

Section: Introductionmentioning

confidence: 99%

Celebrity appeal effectiveness in donating to the cause: Popular Culture vs. Religious Celebrities

Al-Wugayan

2022

Int Rev Public Nonprofit Mark

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In times of crises and subsiding government support, choosing the most effective advertising message appeal in motivating donation behavior is fundamental to charity success. This study investigates the relative effectiveness of popular culture celebrities (PCC) and religious celebrities (RC) as two message appeals in motivating donation intentions intended for a ‘child suffering’ donation campaign among Kuwaiti donors. The two message appeals were presented in alternated order to a sample of 385 potential donors and the data was used to test the conceptual model using MANOVA, CFA and Structural Equation Modeling. The results showed that the type of emotions evoked (negative and positive), and emotional intensity (strong/weak) differed between the two ad appeals. Intensely evoked emotion was positively associated with ad favorability, and the latter was also found to be an antecedent of donation intentions. Conclusions and practical implications are presented and discussed.

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The influence of message appeal, social norms and donation social context on charitable giving: investigating the role of cultural tightness-looseness

Cited by 22 publications

References 41 publications

The Effectiveness of Robot-Enacted Messages to Reduce the Consumption of High-Sugar Energy Drinks

The Effectiveness of Robot-Enacted Messages to Reduce the Consumption of High-Sugar Energy Drinks

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Celebrity appeal effectiveness in donating to the cause: Popular Culture vs. Religious Celebrities

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