IDEAS home Printed from https://ideas.repec.org/a/ers/ijebaa/vviiy2019i4p403-416.html
   My bibliography  Save this article

An Experimental Study on Social Media Advertising for Charity

Author

Listed:
  • Athanasios Tsadiras
  • Marina Nerantzidou

Abstract

Purpose: Nowadays, more and more charity organizations attempt to use advertainment through social media to increase their appeal, attract supporters and gather more online donations. The purpose of this paper is to investigate the effectiveness of such advertisements through the Facebook social media tool to specific target groups in order to assist charities to choose the most profitable target groups to aim to and design accordingly their digital strategy. Design/Methodology/Approach: Within the framework of this objective, an experimental investigation was performed. A well-known Greek charity was selected to be examined and in cooperation with this charity, several experimental Facebook advertisements/campaigns were chosen to be performed. Each experiment/campaign was aiming to a different target group in order to identify both the behaviour of each group and also the most profitable groups. Findings: Based on the outcome of each campaign, various results were found regarding the profile of the supporters of the charity that responded to the campaigns. These results are presented in the paper and they identify the response rate of the Facebook users to the advertisement based a) on various of their characteristics such as their age, sex, use of device, whether they are “Facebook friends” with the charity or not, etc. and also b) the characteristics of the advertisement (e.g. image or video). In the study, the Return On Advertising Spend (ROAS) was used as marketing metric. Practical Implications: Conclusions are drawn and presented, regarding the best target groups that a charity can aim to. Future work is also proposed in the paper, to assist the further investigation on how charities can use Internet to their advantage and establish a successful and effective digital strategy. Originality/Value: The main contribution of this study is to outline the profile of donors and the variables that contribute to a successful online charity advertising campaign through a social media tool.

Suggested Citation

  • Athanasios Tsadiras & Marina Nerantzidou, 2019. "An Experimental Study on Social Media Advertising for Charity," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(4), pages 403-416.
    • Handle: RePEc:ers:ijebaa:v:vii:y:2019:i:4:p:403-416
    as

    Download full text from publisher

    File URL: https://www.ijeba.com/journal/353/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Avi Goldfarb, 2014. "What is Different About Online Advertising?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 115-129, March.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    3. Reinstein David A, 2011. "Does One Charitable Contribution Come at the Expense of Another?," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 11(1), pages 1-54, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Schmidt, Christoph G. & Wuttke, David A. & Heese, H. Sebastian & Wagner, Stephan M., 2023. "Antecedents of public reactions to supply chain glitches," International Journal of Production Economics, Elsevier, vol. 259(C).
    2. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    3. Molina, Arturo & Fernández, Alejandra C. & Gómez, Mar & Aranda, Evangelina, 2017. "Differences in the city branding of European capitals based on online vs. offline sources of information," Tourism Management, Elsevier, vol. 58(C), pages 28-39.
    4. Gani Aldashev & Marco Marini & Thierry Verdier, 2017. "Samaritan Bundles: Inefficient Clustering in NGO Projects," Working Papers 6/17, Sapienza University of Rome, DISS.
    5. Hassan Danaeefard & Ali Farazmand & Akram Dastyari, 2023. "The Iranian Coronavirus Pandemic (COVID-9) Crisismanship: Understanding the Contributions of National Culture, Media, Technology and Economic System," Public Organization Review, Springer, vol. 23(4), pages 1661-1682, December.
    6. Richey, Michelle & Ravishankar, M.N., 2019. "The role of frames and cultural toolkits in establishing new connections for social media innovation," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 325-333.
    7. repec:esx:essedp:762 is not listed on IDEAS
    8. Fathey Mohammed & Nabil Hasan Al-Kumaim & Ahmed Ibrahim Alzahrani & Yousef Fazea, 2023. "The Impact of Social Media Shared Health Content on Protective Behavior against COVID-19," IJERPH, MDPI, vol. 20(3), pages 1-16, January.
    9. Drummond, Conor & O'Toole, Thomas & McGrath, Helen, 2022. "Social Media resourcing of an entrepreneurial firm network: Collaborative mobilisation processes," Journal of Business Research, Elsevier, vol. 145(C), pages 171-187.
    10. Davide Giacomini & Paola Zola & Diego Paredi & Mario Mazzoleni, 2020. "Environmental disclosure and stakeholder engagement via social media: State of the art and potential in public utilities," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1552-1564, July.
    11. repec:zib:zbmbmj:v:2:y:2023:i:2:p:114-123 is not listed on IDEAS
    12. Domenico CONSOLI, 2017. "The Use of Social Media and E-Commerce: a Winning Strategy for Small Businesses," North Economic Review, Technical University of Cluj Napoca, Department of Economics and Physics, vol. 1(1), pages 109-119, October.
    13. Aaltonen, Aleksi Ville & Alaimo, Cristina & Kallinikos, Jannis, 2021. "The making of data commodities: data analytics as an embedded process," LSE Research Online Documents on Economics 110296, London School of Economics and Political Science, LSE Library.
    14. Maximilian ROBU, 2013. "A New Classification Of Smes In The Digital Economy Context," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 1, pages 150-155, June.
    15. Schejter, Amit M. & Tirosh, Noam, 2015. "“Seek the meek, seek the just”: Social media and social justice," Telecommunications Policy, Elsevier, vol. 39(9), pages 796-803.
    16. Ma, Jie & Tse, Ying Kei & Wang, Xiaojun & Zhang, Minhao, 2019. "Examining customer perception and behaviour through social media research – An empirical study of the United Airlines overbooking crisis," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 127(C), pages 192-205.
    17. Martín-Rojas, Rodrigo & Garrido-Moreno, Aurora & García-Morales, Víctor J., 2023. "Social media use, corporate entrepreneurship and organizational resilience: A recipe for SMEs success in a post-Covid scenario," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    18. Esther Gal-Or & Ronen Gal-Or & Nabita Penmetsa, 2018. "The Role of User Privacy Concerns in Shaping Competition Among Platforms," Information Systems Research, INFORMS, vol. 29(3), pages 698-722, September.
    19. Daas, Piet J.H. & Puts, Marco J.H., 2014. "Social media sentiment and consumer confidence," Statistics Paper Series 5, European Central Bank.
    20. Stefano Di Lauro & Aizhan Tursunbayeva & Gilda Antonelli & Marcello Martinez, 2021. "Organizational and Corporate Identity on Social Media: A Literature Review," International Journal of Business and Management, Canadian Center of Science and Education, vol. 15(4), pages 1-53, July.
    21. Vasile-Daniel Păvăloaia & Elena-Mădălina Teodor & Doina Fotache & Magdalena Danileţ, 2019. "Opinion Mining on Social Media Data: Sentiment Analysis of User Preferences," Sustainability, MDPI, vol. 11(16), pages 1-21, August.
    22. Zhepeng Li & Xiao Fang & Xue Bai & Olivia R. Liu Sheng, 2017. "Utility-Based Link Recommendation for Online Social Networks," Management Science, INFORMS, vol. 63(6), pages 1938-1952, June.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:ijebaa:v:vii:y:2019:i:4:p:403-416. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ijeba.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.