University of Twente Student Theses
The Power of Persuasion : Unlocking Consumer Loyalty on Charity Websites through Personalised Persuasive Communication
Groenewold, D.A. (2025) The Power of Persuasion : Unlocking Consumer Loyalty on Charity Websites through Personalised Persuasive Communication.
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| Abstract: | This study examines how personalised communication strategies influence consumer loyalty on charity websites, addressing a gap in non-profit digital personalisation. It explores attitudinal and behavioural loyalty using strategies like reciprocity, commitment & consistency, and social proof. The Brief HEXACO Inventory (BHI) assesses emotionality, conscientiousness, and agreeableness as moderators of these effects. An experimental between-subjects design was conducted with 217 Dutch participants who had donated or expressed willingness to donate. Participants were randomly assigned to one of four website conditions featuring a persuasive strategy or a control condition on HandicapNL’s website. Multiple regression analysis evaluated the moderating role of personality traits. Results showed that reciprocity and social proof significantly influenced behavioural loyalty among conscientious individuals. Conscientiousness also affected both attitudinal and behavioural loyalty across all strategies. However, it had a negative moderating effect on social proof’s impact on both attitudinal and behavioural loyalty and reciprocity’s effect on behavioural loyalty. This research extends personalisation theory in non-profits by highlighting attitudinal and behavioural loyalty. Practically, aligning persuasive strategies with donor personalities influences consumer loyalty. Despite methodological limitations, such as personality measure reliability, findings support tailored digital engagement. Future research should refine personalisation strategies using broader personality models and diverse methodologies. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 70 social sciences in general |
| Programme: | Communication Science MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/105225 |
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