Charity Social Media Marketing and Its Influence on Charity Brand Image, Brand Trust, and Donation Intention
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Dosyalar
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Springer
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
This study aims to identify the outline of charity social media marketing (SMM) and to determine to what extent it influences the charity brand image, brand trust, and donation intention. The data were gathered from followers of internationally operating Turk charities on social media. The theoretical model and hypotheses were tested by using structural equation modeling. Charity SMM is composed of awareness, interaction, timeliness, informativeness, customization, and advertisement dimensions. Awareness is the only dimension of SMM that has a significant direct influence on donation intention. Timeliness, informativeness, and advertisement significantly influence charity brand image, whereas brand trust is influenced by informativeness and customization. Besides, Charity SMM, as a whole, influences donation intention both directly and indirectly through brand image and brand trust. Therefore, charity brand image and brand trust are crucial for charities to promote donation intention through SMM. Therefore, charities are strongly recommended to focus primarily on developing their brand image and gaining trust in current and prospective donors.
Açıklama
Anahtar Kelimeler
Social Media Marketing; Charity Brand Image; Brand Trust; Donation Intention; Nonprofit Organization, Nonprofit; Equity; Behavior; Determinants; Engagement; Framework; Impact
Kaynak
Voluntas
WoS Q Değeri
Q2
Scopus Q Değeri
Q1
Cilt
33
Sayı
5
