When does “liking” a charity lead to donation behaviour?

Purpose Two studies investigate how different structural properties of images – symmetry (vertical and horizontal) and image contrast – affect social media marketing outcomes of consumer liking and engagement. Design/methodology/approach In Study 1’s experiment, 361 participants responded to social media marketing images that varied in vertical or horizontal symmetry and level of image contrast. Study 2 analyzes field data on 610 Instagram posts. Findings Study 1 demonstrates that vertical or horizontal symmetry and high image contrast increase consumer liking of social media marketing images, and that processing fluency and aesthetic response mediate these relationships. Study 2 reveals that symmetry and high image contrast improve consumer engagement on social media (number of “likes” and comments). Research limitations/implications These studies extend theory regarding processing fluency’s and aesthetic response’s roles in consumer outcomes within social media marketing. Image posts’ structural properties affect processing fluency and aesthetic response without altering brand information or advertising content. Practical implications Because consumer liking of marketing communications (e.g. social media posts) predicts persuasion and sales, results should help marketers design more effective posts and achieve brand-building and behavioral objectives. Based on the results, marketers are urged to consider the processing fluency and aesthetic response associated with any image developed for social media marketing. Originality/value Addressing the lack of empirical investigations in the existing literature, the reported studies demonstrate that effects of symmetry and image contrast in generating liking are driven by processing fluency and aesthetic response. Additionally, these studies establish novel effects of images’ structural properties on consumer engagement with brand-based social media marketing communications.

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“…For example, for non-profit organizations, "likes" translate into donation behavior (Wallace et al, 2017).…”

Section: Consumer Engagement Via "Likes" and Commentsmentioning

confidence: 99%

Perfect social media image posts: symmetry and contrast influence consumer response

Kostyk

Huhmann

2021

EJM

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“…For instance, some may engage in pro-social behaviors out of a concern for others (altruistic orientation) or concern for self (egoistic orientation) (O'Loughlin Banks and Raciti, 2018). Others may also engage in the behavior for public recognition (Paramita et al, 2020; Wallace et al, 2017). In particular, prior research has showed that emotions can significantly influence pro-social behaviors in differential manners (O'Loughlin Banks and Raciti, 2018; Cialdini and Kenrick, 1976; Pham and Septianto, 2019; Septianto, 2020; Urbonavicius et al, 2019).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Effects of Power and Implicit Theories on Donation

Khalil

Khan

2020

Australasian Marketing Journal

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Charities have difficulty raising money to execute their plans, which are mainly focused on addressing social challenges. As a big proportion of donations come from individual consumers, understanding their different characteristics and psychological states is important. Power has a psychological quality that varies during everyday interactions and influences consumers’ actions. Investigating the impact of power state on donation intentions across two studies, this research first illustrates that powerless consumers with a high level of incremental theory of emotion show an increased willingness to donate, and second, negative affect is the underlying mechanism in the interaction between sense of powerlessness and the incremental theory of emotion on donation intentions. These results have theoretical and empirical implications.

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“…Being more active on social media and having a higher level of engagement with the crowd will have a positive impact on the overall funding of a crowdfunding campaign (Nevin et al, 2017). Charities and non-profit organizations recognize the value of online social media platforms for influencing consumer responses, particularly among younger consumers (Wallace et al, 2017).…”

Section: Determinants Of Individuals' Intention To Engage In Crowdfunmentioning

confidence: 99%

Psychological Determinants of Investor Motivation in Social Media-Based Crowdfunding Projects: A Systematic Review

et al. 2020

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Background: Using the power of Internet, crowdfunding platforms are currently changing the traditional landscape of fundraising. Social media-based IT platforms in particular are bringing the creators of crowdfunding projects closer than ever to potential investors. A large variety of factors function as determinants of individuals' intention to participate in crowdfunding and have an intertwined impact on funding as the ultimate project goal.Objectives: For a better understanding of investor behavior in social media-based crowdfunding projects, this paper covers identifying, analyzing, and classifying general and specific factors of investor motivation, based on the literature in the field.The main focus is the relationship between the affordances provided by social media-based crowdfunding platforms and the psychological determinants of investor motivation in innovative start-up projects.Methods: Using IEEE Explore, Clarivate Web of Science, ScienceDirect, and Scopus, we conducted a systematic review of the existing research on the emerging role of crowdfunding as a disruptive technology in financing the start-up innovative projects. The paper explores the main determinants of investor motivation and aims to streamline the success factors in crowdfunding campaigns.Results: A total of 1,216 publications were identified after searching the aforementioned databases and, upon refining the results, 515 articles were considered for the final sample. After reading the titles and abstracts, the sample was reduced to 78 articles that were read in-depth and synthesized in accordance with the defined research questions. The selected articles were clustered into three main categories: general studies, determinants of investor behavior, and success factors.Conclusions: In the new global economy, crowdfunding platforms have become the nexus between the emerging creators of innovative products and services and the necessary funding sources. This connection is possible via a cumulative collection of contributions from multiple investors recruited from the audience of the selected platform, without time or space constraints. However, the determinants of the investment decision are very different in the case of social media-based crowdfunding platforms compared to determinants in the mainstream environment. This paper surveys these motivators and reveals how platform features can be used to persuade individuals to make a financial contribution toward the success of a project.

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When does “liking” a charity lead to donation behaviour?

Cited by 57 publications

References 78 publications

Perfect social media image posts: symmetry and contrast influence consumer response

Perfect social media image posts: symmetry and contrast influence consumer response

Effects of Power and Implicit Theories on Donation

Psychological Determinants of Investor Motivation in Social Media-Based Crowdfunding Projects: A Systematic Review

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