The role of emotional marketing and UTAUT on donation intention through social media

Abstract

Donations through social media or any online platforms are becoming a new trend these days, thanks to the use of emotional marketing through narrations and visual depictions showing the real condition of people who need supports. Organizations are led to raise people’s emotions to increase their intention to make donations. This study aims to examine the effect of emotional marketing on donation intention through social media platforms and people’s willingness to use technology (UTAUT). This is explanatory research was conducted through a survey on 365 respondents of Malang city who had seen a crowdfunding commercial of Kitabisa.com. The structural equation analysis has led to findings that emotional marketing significantly influences people’s donation intention, implying that the commercial is able to affect people’s emotion into empathy and willingness to make donations through the charity campaign. Furthermore, this study also finds that UTAUT has a significant effect on the intention. The findings are useful for Kitabisa.com in their effort to increase people’s donation intention through the use of emotional marketing.

Determinants of the Intentions of Indonesian Muslim Millennials in Cash Waqf Using E-Payment

“…Of the 10 variables tested, only 3 variables showed significance to the Jabodetabek millennial intention to use digital cash waqf technology, namely, performance expectancy, effort expectancy, and social influence. 70|Ucu Musahidah, Nurdin Sobari ; Determinants of the Intentions of Indonesia Muslim Millennials in Cash Waqf Using E-Payment Therefore, in developing a hypothesis related to the intention to make cash waqf using e-payment, this study refers to several previous studies regarding the intention to give online donations in general (Kurniawati, Rosita, & Anggraeni, 2021) (Theerthaanaa P & Lysander, 2019); (Choi, Choi, Kim, Chung, & Lee, 2018); (Li, Song, Yang, Rongting, & He, 2017). A study conducted by Kurniawati, Rosita, & Anggraeni (2021) investigated the factors that influence the willingness of the people of Malang City to donate through social media platforms, using the UTAUT model and additional variables emotional marketing.…”

Technology Acceptance and Technology Usage: Importance to Cash Waqf Contribution

“…The influence of technology acceptance on giving is shown by in the research done by Fauzi, Yahya, Haron, et al (2019) that the greater the easy access of waqf contribution through technology usage will increase the contribution of cash waqf. It was supported by Tri Kurniawati et al, (2021); Kasri & Yuniar, (2021); Zheng (2020); Li et al (2018) who have positively related between technology usage and intention to donate, and they conclude that intention to make donation influence by technology usage. The satisfaction from donating using the technology increases the intention to donate.…”

Analysis of Factors That Influence the Use of Social Media Analytic Debi Using UTAUT Model

“…There are several previous studies that have been used as references in this study, such as Research conducted by [12] using the UTAUT model that analyzes the role of emotional marketing and UTAUT on donation intentions through social media, Research conducted by [13] behavioral intentions and behavior of using social networking sites among senior adults, Research conducted by [14] in explaining the use of internet banking by the elderly by applying the UTAUT2 approach, Research conducted by [15] which explains the adoption of social learning platforms using the UTAUT model. This study aims to determine what factors influence the behavior of using Social Media Analytic DEBI using the Unified Theory of Acceptance and Use of Technology method (UTAUT).…”