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Digital crowdfunding strategy : effect of Non-skippable advertisement of charitable organizations on the monetary donation of YouTube users.

Soosapillai, A.R (2021) Digital crowdfunding strategy : effect of Non-skippable advertisement of charitable organizations on the monetary donation of YouTube users.

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Abstract:Purpose: The transition of traditional marketing, including door-to-door and benefit events, to a more online-focused approach, requires a major effort for charitable organizations to collect monetary donations. A well-known but undiscovered phenomenon within the non-profit sector is the use of video advertisements. The purpose of this research is to provide an understanding to which extent advertisement disclosure within social videos influences the attitudes and behaviour of potential donors. Research Design: In order to test the defined hypothesis within the study, the Implicit Association Test (IAT) and an online questionnaire are repeatedly used by 145 respondents to measure the unconscious as well as conscious preference for a charitable organization. Findings: The results within the study provide evidence that advertisement disclosure had no direct effect on the overall intent to donate. However, the relationship emerges when the brand attitude is adopted as mediator. Advertisement disclosure leads to a positive attitude towards a charitable organization, which is due to its credibility and transparency according to most researchers. Furthermore, a significant relationship was found which reveals that an (in)congruent context has a positive relationship to the intention to donate by the adoption of attitude. However, this relationship is only effective when it is accompanied by the disclosure of advertisements. Value – This paper provides valuable insights which suggest that the interaction of advertisement disclosure and congruence has a positive effect towards brand (charity) attitude and donation intention.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:https://purl.utwente.nl/essays/87552
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