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Exploring the influence of a smartphone application, with incorporated social proof and similarity mechanisms, on the donation behaviour of individuals to non-profit organisations

Melching, T.Q. (2017) Exploring the influence of a smartphone application, with incorporated social proof and similarity mechanisms, on the donation behaviour of individuals to non-profit organisations.

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Abstract:Nowadays more young people seem to spend an increased amount of time in their own social media bubble (Perrin, 2015). This research set out an experiment with the intention of trying to motivate individuals to donate to non-profit organisations. A vignette scenario was introduced to the respondents regarding the fictional “Koala Habitat Organisation”. A willingness to donate to this fictional organisation was later asked to the respondents. In order to stimulate this donating behaviour, a smartphone application was replicated by the use of screenshots. Different screenshots were fabricated with social proof and similarity mechanisms incorporated in different intensities, in order to influence charitable giving. In total, the results of 131 respondents were analysed. A majority of this sample was highly educated and had a low monthly gross income. Additionally, a majority of the respondents took part in the Dutch version of the experiment, meaning that most respondents were from the same area. An analysis of covariance showed no statistically significant differences between the different conditions. Additionally, a marginally statistically significant positive relationship between the willingness to donate and one of the control variables, environmental awareness of need, was found. Although the experiment in itself did not produce statistically significant differences between the different conditions, this can be partly due to the differently manipulated groups not showing significant differences within the manipulation checks. Additionally, this implicates that there is a lot of room for future research in this field. Arguably, a real smartphone application consisting of these social proof and similarity mechanisms might produce different results in the future.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/73974
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