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Livestreams vs. pre-recorded videos : how media richness, social viewing, and situational urgency influence donor behavior and attitude

Mark, I. (2022) Livestreams vs. pre-recorded videos : how media richness, social viewing, and situational urgency influence donor behavior and attitude.

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Abstract:Recent developments challenge non-profit organizations to find alternative ways to fundraise. Donors are increasingly embracing social media fundraising. Nevertheless, literature on effective ways to use social media to fundraise and which elements contribute to this effectiveness is sparse. Therefore, this study aims to investigate the effects of the level of media richness, social viewing, and situational urgency on donor attitude and behavior in a social media context. A scenario-based 2x2x2 between-subjects online experiment was conducted. Participants were gathered in collaboration with Hematon. Non-probability sampling strategies were used, resulting in a sample of 171 Dutch social media users. Results showed that the level of social viewing and situational urgency significantly influence attitude towards the cause and donation intention, while no effects were found for the level of media richness. Additionally, no interaction effects were found and further analysis identified affinity to the cause as a covariate. These findings should help researchers and non-profit organizations see the value of social viewing and situational urgency as fundraising methods on social media. Non-profit organizations should therefore incorporate social viewing and situational urgency cues in their social media fundraising. Future studies could try to replicate the findings of this study for non-health related or fictitious non-profit organizations.
Item Type:Essay (Master)
Clients:
Pati├źntenorganisatie Hematon
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general
Programme:Communication Studies MSc (60713)
Link to this item:https://purl.utwente.nl/essays/90783
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