Pub Date : 2021-08-21DOI: 10.1080/10495142.2021.1941498
Ronald P. Conlin, Samantha Santana
ABSTRACT This research examines how gamification might affect Gen Z’s propensity to give. Gamification is the application of game-design elements and principles in non-game contexts. A large body of research focuses on the interplay of self-awareness, causal attribution, and action. Researchers have focused on how individuals perceive how involved they are in the cause of events leading to either success or failure. Experiments have shown that when people are induced to be more self-aware, they are more likely to attribute the success to themselves. This paper examines these phenomena in the context of gamified activities. We conducted a within-subject experimental design involving 351 Gen Z respondents to gauge if gamification is impactful and which events were particularly compelling. Our findings showed that gamified events were very effective at engaging Gen Z and that team-based gamification events were particularly engaging. Marketing gamification implications for nonprofits are discussed in this paper.
{"title":"Using Gamification Techniques to Enable Generation Z’s Propensity to Do Good","authors":"Ronald P. Conlin, Samantha Santana","doi":"10.1080/10495142.2021.1941498","DOIUrl":"https://doi.org/10.1080/10495142.2021.1941498","url":null,"abstract":"ABSTRACT This research examines how gamification might affect Gen Z’s propensity to give. Gamification is the application of game-design elements and principles in non-game contexts. A large body of research focuses on the interplay of self-awareness, causal attribution, and action. Researchers have focused on how individuals perceive how involved they are in the cause of events leading to either success or failure. Experiments have shown that when people are induced to be more self-aware, they are more likely to attribute the success to themselves. This paper examines these phenomena in the context of gamified activities. We conducted a within-subject experimental design involving 351 Gen Z respondents to gauge if gamification is impactful and which events were particularly compelling. Our findings showed that gamified events were very effective at engaging Gen Z and that team-based gamification events were particularly engaging. Marketing gamification implications for nonprofits are discussed in this paper.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"34 1","pages":"553 - 571"},"PeriodicalIF":1.4,"publicationDate":"2021-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43980012","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-12DOI: 10.1080/10495142.2021.1959488
Nilamadhab Mohanty, S. Biswas, Debiprasad Mishra
ABSTRACT This paper builds on previous research into message framing, focusing on the persuasiveness of message framing on blood donation intention, moderating effect of perceptions of risk, and the role of previous experience of blood donation. A total of 273 participants took part in this between-subjects post-test only with control experiment. The researchers measured participants’ perceived risk (RISK-AB and RISK-EB) and past donation behavior before assigning the stimuli and measured blood donation intention after exposure to the stimulus. Positively-framed messages were found to be more effective when RISK-AB (perceived risk associated with blood donation) was high, and RISK-EB (perceived risk associated with non-donation of blood) was low, or RISK-AB was low, and RISK-EB was high or both RISK-AB and RISK-EB were low. Negatively framed messages were found to be more persuasive when people had high RISK-AB and high RISK-EB. People’s previous experience had no impact on the effectiveness of message framing. Based on these findings, the authors suggest designing persuasive blood donation messages according to RISK-AB and RISK-EB. The study emphasizes the impact of goal framing. Future studies can explore the impact of both goal and attribute framed messages on blood donation. Future research can also use the actual donation as an outcome measure. The study introduces components of perceived risk (RISK-AB and RISK-EB) as essential moderators of framed blood donation messages. In this study, we measured the impact of existing perceived risk, which is natural to an individual. It also confirmed no impact of prior donation experience.
{"title":"Message Framing and Perceived Risk of Blood Donation","authors":"Nilamadhab Mohanty, S. Biswas, Debiprasad Mishra","doi":"10.1080/10495142.2021.1959488","DOIUrl":"https://doi.org/10.1080/10495142.2021.1959488","url":null,"abstract":"ABSTRACT This paper builds on previous research into message framing, focusing on the persuasiveness of message framing on blood donation intention, moderating effect of perceptions of risk, and the role of previous experience of blood donation. A total of 273 participants took part in this between-subjects post-test only with control experiment. The researchers measured participants’ perceived risk (RISK-AB and RISK-EB) and past donation behavior before assigning the stimuli and measured blood donation intention after exposure to the stimulus. Positively-framed messages were found to be more effective when RISK-AB (perceived risk associated with blood donation) was high, and RISK-EB (perceived risk associated with non-donation of blood) was low, or RISK-AB was low, and RISK-EB was high or both RISK-AB and RISK-EB were low. Negatively framed messages were found to be more persuasive when people had high RISK-AB and high RISK-EB. People’s previous experience had no impact on the effectiveness of message framing. Based on these findings, the authors suggest designing persuasive blood donation messages according to RISK-AB and RISK-EB. The study emphasizes the impact of goal framing. Future studies can explore the impact of both goal and attribute framed messages on blood donation. Future research can also use the actual donation as an outcome measure. The study introduces components of perceived risk (RISK-AB and RISK-EB) as essential moderators of framed blood donation messages. In this study, we measured the impact of existing perceived risk, which is natural to an individual. It also confirmed no impact of prior donation experience.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"35 1","pages":"165 - 193"},"PeriodicalIF":1.4,"publicationDate":"2021-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41478087","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-12DOI: 10.1080/10495142.2021.1941500
Melanie Randle, Bettina Grun, Sara Dolnicar
ABSTRACT
This paper investigates heterogeneity of preferences for disability services within the theoretical framework of consumption values. We conducted interviews with people with a disability and disability service providers to develop survey items, then conducted a survey with 2000 adult Australian residents who either had a disability or were carers of a person with a disability. After conducting descriptive analyses and data-driven market segmentation, findings revealed that, at the aggregate level, basic or functional benefits of disability services are most important. However, when accounting for heterogeneity, very distinct benefit patterns emerge, pointing to the substantial potential for improving disability services by catering to distinct market segment needs. These insights have the potential to improve disability service provision, thus maximally harvesting the opportunities from disability service models that now often include commercial providers, and enabling people with disabilities to make optimal choices in relation to both services and providers.
{"title":"On the Heterogeneity of Preferences for Disability Services","authors":"Melanie Randle, Bettina Grun, Sara Dolnicar","doi":"10.1080/10495142.2021.1941500","DOIUrl":"https://doi.org/10.1080/10495142.2021.1941500","url":null,"abstract":"<p><b>ABSTRACT</b></p><p>This paper investigates heterogeneity of preferences for disability services within the theoretical framework of consumption values. We conducted interviews with people with a disability and disability service providers to develop survey items, then conducted a survey with 2000 adult Australian residents who either had a disability or were carers of a person with a disability. After conducting descriptive analyses and data-driven market segmentation, findings revealed that, at the aggregate level, basic or functional benefits of disability services are most important. However, when accounting for heterogeneity, very distinct benefit patterns emerge, pointing to the substantial potential for improving disability services by catering to distinct market segment needs. These insights have the potential to improve disability service provision, thus maximally harvesting the opportunities from disability service models that now often include commercial providers, and enabling people with disabilities to make optimal choices in relation to both services and providers.</p>","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"224 1","pages":""},"PeriodicalIF":1.4,"publicationDate":"2021-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138540390","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-09DOI: 10.1080/10495142.2021.1941499
Amanda Swift, Ismail Karabas, Skyler King
ABSTRACT This study examines the donation intentions and purchase likelihood toward corporate-owned and corporate-sponsored foundations. A cross-sectional sample of Amazon’s MTurk respondents is obtained. Results of the experiment indicate that relative to foundations sponsored by a corporation, corporate foundations are perceived to be more trustworthy and have a greater perceived impact on a cause, which leads to higher purchase intentions. Additionally, donation intentions to foundations are higher among the corporate foundations because of perceived impact. Implications of these results are discussed from both practical and theoretical perspectives.
{"title":"Exploring Donation and Purchase Intentions to Corporate Owned vs. Corporate Sponsored Foundations","authors":"Amanda Swift, Ismail Karabas, Skyler King","doi":"10.1080/10495142.2021.1941499","DOIUrl":"https://doi.org/10.1080/10495142.2021.1941499","url":null,"abstract":"ABSTRACT This study examines the donation intentions and purchase likelihood toward corporate-owned and corporate-sponsored foundations. A cross-sectional sample of Amazon’s MTurk respondents is obtained. Results of the experiment indicate that relative to foundations sponsored by a corporation, corporate foundations are perceived to be more trustworthy and have a greater perceived impact on a cause, which leads to higher purchase intentions. Additionally, donation intentions to foundations are higher among the corporate foundations because of perceived impact. Implications of these results are discussed from both practical and theoretical perspectives.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"34 1","pages":"572 - 589"},"PeriodicalIF":1.4,"publicationDate":"2021-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42528196","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-02DOI: 10.1080/10495142.2021.1939225
R. M. Mesler, Bonnie Simpson
ABSTRACT Nonprofit brands vary widely in their positioning to consumers, ranging from crisis and desperation to joy and optimism. The literature, however, provides limited direction for the many nonprofit organizations that seek to align their brand with positive emotions. Herein, we examine the relationship between affective displays (sad vs. happy) portrayed in charitable advertisements and consumer self-construal in shaping consumer generosity. We employ one field study (study 1) and one lab experiment (study 2), using different charitable causes (i.e., Kiva.org [study 1] and a fictitious children’s cancer charity [study 2]) and currencies (i.e., lending money [study 1] and volunteering time [study 2]). Taken together, we find that happy (sad) affective displays are most effective for consumers who hold an independent (interdependent) self-construal, and that this alignment heightens empathy and in turn increases perceptions of efficacy, which increases generosity. Implications for future research and nonprofit practice are discussed.
{"title":"How Affective Displays and Self-Construal Impact Consumers’ Generosity","authors":"R. M. Mesler, Bonnie Simpson","doi":"10.1080/10495142.2021.1939225","DOIUrl":"https://doi.org/10.1080/10495142.2021.1939225","url":null,"abstract":"ABSTRACT Nonprofit brands vary widely in their positioning to consumers, ranging from crisis and desperation to joy and optimism. The literature, however, provides limited direction for the many nonprofit organizations that seek to align their brand with positive emotions. Herein, we examine the relationship between affective displays (sad vs. happy) portrayed in charitable advertisements and consumer self-construal in shaping consumer generosity. We employ one field study (study 1) and one lab experiment (study 2), using different charitable causes (i.e., Kiva.org [study 1] and a fictitious children’s cancer charity [study 2]) and currencies (i.e., lending money [study 1] and volunteering time [study 2]). Taken together, we find that happy (sad) affective displays are most effective for consumers who hold an independent (interdependent) self-construal, and that this alignment heightens empathy and in turn increases perceptions of efficacy, which increases generosity. Implications for future research and nonprofit practice are discussed.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"34 1","pages":"501 - 526"},"PeriodicalIF":1.4,"publicationDate":"2021-08-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2021.1939225","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44522069","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-02DOI: 10.1080/10495142.2021.1953672
R. Bennett, Rohini Vijaygopal, Rita Kottasz
ABSTRACT Food banks have become an essential part of the social welfare arrangements of many countries. Food bank managers need to know why some people give to food banks while others do not, as such knowledge will help them devise effective promotional campaigns. The current research applied Norm Activation Theory to examine the motivations and other factors that encourage individuals (as opposed to businesses) to donate foodstuff to food banks in the United Kingdom. Two major research questions were addressed: (1) how do food bank donors and non-donors perceive the attributes of food bank beneficiaries, and (2) what considerations determine the frequencies of donations? The study employed a structural topic model (STM) to analyze the responses of 544 members of the public to an open-ended question regarding the characteristics of typical food bank beneficiaries. Outcomes were then imported to a structural equation model (SEM) containing “frequency of food bank donation” as the dependent variable.
{"title":"Who Gives to Food Banks? A Study of Influences Affecting Donations to Food Banks by Individuals","authors":"R. Bennett, Rohini Vijaygopal, Rita Kottasz","doi":"10.1080/10495142.2021.1953672","DOIUrl":"https://doi.org/10.1080/10495142.2021.1953672","url":null,"abstract":"ABSTRACT Food banks have become an essential part of the social welfare arrangements of many countries. Food bank managers need to know why some people give to food banks while others do not, as such knowledge will help them devise effective promotional campaigns. The current research applied Norm Activation Theory to examine the motivations and other factors that encourage individuals (as opposed to businesses) to donate foodstuff to food banks in the United Kingdom. Two major research questions were addressed: (1) how do food bank donors and non-donors perceive the attributes of food bank beneficiaries, and (2) what considerations determine the frequencies of donations? The study employed a structural topic model (STM) to analyze the responses of 544 members of the public to an open-ended question regarding the characteristics of typical food bank beneficiaries. Outcomes were then imported to a structural equation model (SEM) containing “frequency of food bank donation” as the dependent variable.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"35 1","pages":"243 - 264"},"PeriodicalIF":1.4,"publicationDate":"2021-08-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2021.1953672","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48776707","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-26DOI: 10.1080/10495142.2021.1953670
Clare D'souza, L. Valladares, V. Ratten, M. Nanere, T. Ahmed, Ninh Nguyen, M. Marimuthu
ABSTRACT Charities are in constant need to raise funds and thereby solicit donations through requesting the public and corporate enterprises. The satisfaction of a brand image by public or corporate enterprises can be highly motivating for raising funds. The main objective of this research is to identify a charity’s brand image and its relationship to trust, commitment, and emotions which are not only critically important for enhancing the charity’s image but also leveraging motivation for donorship. It examines participants and their influence on image, trust, commitment, and emotions toward a religious or faith-based charity. Structural Equation Modeling and multigroup analysis are used to examine the results. It shows that Faith-based charity’s image has a positive association with many of the antecedents. The charity’s brand image didn’t influence emotions directly but indirectly through commitment. Multigroup analysis shows there were some differences noted between the group frequency of religious dedication. The study makes two broad contributions, first, the research broadens the theoretical framework of the brand image regarding religious or faith-based charities by demonstrating how trust, commitment, and emotions influence their image and motivation to donate. Secondly, it enhances the understanding of the diversity of trust and its broader impact on the dedication of religious group participation. By differentiating between the marketing image and brand image, the research provides suggestions for improving the charity’s brand image.
{"title":"The Effects of Religious Participation and Brand Image on Commitment to Donate to Faith-Based Charities","authors":"Clare D'souza, L. Valladares, V. Ratten, M. Nanere, T. Ahmed, Ninh Nguyen, M. Marimuthu","doi":"10.1080/10495142.2021.1953670","DOIUrl":"https://doi.org/10.1080/10495142.2021.1953670","url":null,"abstract":"ABSTRACT Charities are in constant need to raise funds and thereby solicit donations through requesting the public and corporate enterprises. The satisfaction of a brand image by public or corporate enterprises can be highly motivating for raising funds. The main objective of this research is to identify a charity’s brand image and its relationship to trust, commitment, and emotions which are not only critically important for enhancing the charity’s image but also leveraging motivation for donorship. It examines participants and their influence on image, trust, commitment, and emotions toward a religious or faith-based charity. Structural Equation Modeling and multigroup analysis are used to examine the results. It shows that Faith-based charity’s image has a positive association with many of the antecedents. The charity’s brand image didn’t influence emotions directly but indirectly through commitment. Multigroup analysis shows there were some differences noted between the group frequency of religious dedication. The study makes two broad contributions, first, the research broadens the theoretical framework of the brand image regarding religious or faith-based charities by demonstrating how trust, commitment, and emotions influence their image and motivation to donate. Secondly, it enhances the understanding of the diversity of trust and its broader impact on the dedication of religious group participation. By differentiating between the marketing image and brand image, the research provides suggestions for improving the charity’s brand image.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"42 19","pages":"81 - 109"},"PeriodicalIF":1.4,"publicationDate":"2021-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2021.1953670","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41267844","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-26DOI: 10.1080/10495142.2021.1953668
Matthew P. Taylor
ABSTRACT Many nonprofits utilize social media, but questions regarding the format’s practical value persist. Twitter chats hold the potential to produce substantive outcomes for organizations but have received little prior attention in the nonprofit literature. A comparative quantitative content analysis of multiple Twitter chats was completed within the theoretical context of dialogic communication. Practical considerations were incorporated from various models of social media advocacy. The findings indicated that Twitter chats can form the foundation of a community-building process and therefore hold strategic value for amplifying key messages, mobilizing supporters, and facilitating engagement that can lead to offline engagement. True Dialogue, however, is unlikely. Twitter chats place nonprofits in a strategic, proactive posture on social media rather than the reactive stance required when responding to varied user comments. Strategic consideration of Twitter chat topics and the questions asked can empower organizations to guide conversations based on their desired outcomes.
{"title":"All Talk and No Action? A Comparative Analysis of Nonprofit Twitter Chats","authors":"Matthew P. Taylor","doi":"10.1080/10495142.2021.1953668","DOIUrl":"https://doi.org/10.1080/10495142.2021.1953668","url":null,"abstract":"ABSTRACT Many nonprofits utilize social media, but questions regarding the format’s practical value persist. Twitter chats hold the potential to produce substantive outcomes for organizations but have received little prior attention in the nonprofit literature. A comparative quantitative content analysis of multiple Twitter chats was completed within the theoretical context of dialogic communication. Practical considerations were incorporated from various models of social media advocacy. The findings indicated that Twitter chats can form the foundation of a community-building process and therefore hold strategic value for amplifying key messages, mobilizing supporters, and facilitating engagement that can lead to offline engagement. True Dialogue, however, is unlikely. Twitter chats place nonprofits in a strategic, proactive posture on social media rather than the reactive stance required when responding to varied user comments. Strategic consideration of Twitter chat topics and the questions asked can empower organizations to guide conversations based on their desired outcomes.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"29 10","pages":"65 - 80"},"PeriodicalIF":1.4,"publicationDate":"2021-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2021.1953668","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41302314","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-26DOI: 10.1080/10495142.2021.1954130
Pedro Chapaval Pimentel, Paulo M. Gomes, S. Didonet
ABSTRACT The article explores the paradoxes that for-profit social ventures face when managing integrated marketing communications (IMC) and how they deal with and overcome the tensions that comprise these paradoxes. To investigate the nature of these paradoxes we integrated two theoretical perspectives: Service-Dominant Logic and Paradox Theory. While the former served as a lens to analyze social marketing phenomena, the latter is applied to comprehend and explore the underlying tensions within these social businesses in the communication setting. Following a multiple-case study based on interviews with founders, owners, and directors of Brazilian for-profit social ventures, we depicted how traditional marketing practices can lead both to problems and solutions manifested in the four IMC pillars (stakeholders, content, channels, and results). We recognize that properly managing stakeholders’ relationships aiming at the cocreation of value may result in valuable insights for dealing with tensions in all the four IMC pillars, and for achieving better marketing performance and higher social impact.
{"title":"Dealing with Integrated Marketing Communications’ Paradoxes in Social Ventures","authors":"Pedro Chapaval Pimentel, Paulo M. Gomes, S. Didonet","doi":"10.1080/10495142.2021.1954130","DOIUrl":"https://doi.org/10.1080/10495142.2021.1954130","url":null,"abstract":"ABSTRACT The article explores the paradoxes that for-profit social ventures face when managing integrated marketing communications (IMC) and how they deal with and overcome the tensions that comprise these paradoxes. To investigate the nature of these paradoxes we integrated two theoretical perspectives: Service-Dominant Logic and Paradox Theory. While the former served as a lens to analyze social marketing phenomena, the latter is applied to comprehend and explore the underlying tensions within these social businesses in the communication setting. Following a multiple-case study based on interviews with founders, owners, and directors of Brazilian for-profit social ventures, we depicted how traditional marketing practices can lead both to problems and solutions manifested in the four IMC pillars (stakeholders, content, channels, and results). We recognize that properly managing stakeholders’ relationships aiming at the cocreation of value may result in valuable insights for dealing with tensions in all the four IMC pillars, and for achieving better marketing performance and higher social impact.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"35 1","pages":"354 - 390"},"PeriodicalIF":1.4,"publicationDate":"2021-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2021.1954130","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42087902","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-25DOI: 10.1080/10495142.2021.1954131
S. Stötzer, Sebastian F. Martin, Christiana Broidl
ABSTRACT Several accountability clubs and watchdogs issue charity labels for stimulating charitable giving, but research on the impact of such seals of approval built on certification systems is still narrow and contradictory. Based on signaling theory and theory of perceived risk, we develop a framework matching means of signaling trustworthiness by charities and of risk reducing by donors. Additionally, we present results of a study exploring the influence of the Austrian charity label “OSGS” on the donation behavior of 192 survey participants and investigate whether donors are more willing to support charities participating in this self-regulatory program. Our study provides insights into the benefits and constraints of voluntary accountability initiatives and enhances understanding of individuals’ motivations for giving. Findings indicate that expectations toward the OSGS are high and partly exaggerated. Nevertheless, we found that generally the OSGS is not crucial for charity choice but mainly beneficial for nonprofits not widely known.
{"title":"Using Certifications to Signal Trustworthiness and Reduce the Perceived Risk of Donors – An Exploratory Investigation into the Impact of Charity Labels","authors":"S. Stötzer, Sebastian F. Martin, Christiana Broidl","doi":"10.1080/10495142.2021.1954131","DOIUrl":"https://doi.org/10.1080/10495142.2021.1954131","url":null,"abstract":"ABSTRACT Several accountability clubs and watchdogs issue charity labels for stimulating charitable giving, but research on the impact of such seals of approval built on certification systems is still narrow and contradictory. Based on signaling theory and theory of perceived risk, we develop a framework matching means of signaling trustworthiness by charities and of risk reducing by donors. Additionally, we present results of a study exploring the influence of the Austrian charity label “OSGS” on the donation behavior of 192 survey participants and investigate whether donors are more willing to support charities participating in this self-regulatory program. Our study provides insights into the benefits and constraints of voluntary accountability initiatives and enhances understanding of individuals’ motivations for giving. Findings indicate that expectations toward the OSGS are high and partly exaggerated. Nevertheless, we found that generally the OSGS is not crucial for charity choice but mainly beneficial for nonprofits not widely known.","PeriodicalId":46735,"journal":{"name":"Journal of Nonprofit & Public Sector Marketing","volume":"35 1","pages":"265 - 289"},"PeriodicalIF":1.4,"publicationDate":"2021-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10495142.2021.1954131","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48936328","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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