IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v21y2024i1d10.1007_s12208-022-00361-3.html
   My bibliography  Save this article

No browsing, no donating: the impact of title and forwarder on browsing intention of online charity fundraising

Author

Listed:
  • Chundong Zheng

    (Tianjin University)

  • Huan Niu

    (Tianjin University)

  • Han Wang

    (Tianjin University)

Abstract

The Internet has enabled charitable fundraising to raise money through various social media platforms. However, individuals’ avoidance behaviors toward charitable fundraising information are very common. Most people tend to choose not to browse the fundraising information. The avoidance behaviors will lead to interruption of donation process and affect subsequent donation behaviors. Using data collected from professional online survey platform, Study 1 with 274 responses were conducted to examine the influence of browsing on subsequent donation behaviors. And Study 2 with 290 responses examined the influence of fundraising title and information forwarder on donor's browsing intention. The results show that both the emotional titles and the forwarder’s close relationship with the donor will trigger higher browsing intentions. In addition, perceived credibility as well as cognitive and emotional empathy mediate the influence. Furthermore, a donor’s past donation experience moderates the relationship between emotional empathy and browsing intention. This study provides a theoretical system of donor’s overall donation behaviors and provides practical suggestions for effective charitable fundraising through social media platforms.

Suggested Citation

  • Chundong Zheng & Huan Niu & Han Wang, 2024. "No browsing, no donating: the impact of title and forwarder on browsing intention of online charity fundraising," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(1), pages 27-49, March.
    • Handle: RePEc:spr:irpnmk:v:21:y:2024:i:1:d:10.1007_s12208-022-00361-3
    DOI: 10.1007/s12208-022-00361-3
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-022-00361-3
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-022-00361-3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Allison, Thomas H. & Davis, Blakley C. & Webb, Justin W. & Short, Jeremy C., 2017. "Persuasion in crowdfunding: An elaboration likelihood model of crowdfunding performance," Journal of Business Venturing, Elsevier, vol. 32(6), pages 707-725.
    2. De Bruyn, Arnaud & Lilien, Gary L., 2008. "A multi-stage model of word-of-mouth influence through viral marketing," International Journal of Research in Marketing, Elsevier, vol. 25(3), pages 151-163.
    3. McKay-Nesbitt, Jane & Manchanda, Rajesh V. & Smith, Malcolm C. & Huhmann, Bruce A., 2011. "Effects of age, need for cognition, and affective intensity on advertising effectiveness," Journal of Business Research, Elsevier, vol. 64(1), pages 12-17, January.
    4. Johannes Diederich & Catherine C. Eckel & Raphael Epperson & Timo Goeschl & Philip J. Grossman, 2022. "Subsidizing unit donations: matches, rebates, and discounts compared," Experimental Economics, Springer;Economic Science Association, vol. 25(2), pages 734-758, April.
    5. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    6. Bi, Sheng & Liu, Zhiying & Usman, Khalid, 2017. "The influence of online information on investing decisions of reward-based crowdfunding," Journal of Business Research, Elsevier, vol. 71(C), pages 10-18.
    7. Rietveld, Robert & van Dolen, Willemijn & Mazloom, Masoud & Worring, Marcel, 2020. "What You Feel, Is What You Like Influence of Message Appeals on Customer Engagement on Instagram," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 20-53.
    8. Meer, Jonathan, 2011. "Brother, can you spare a dime? Peer pressure in charitable solicitation," Journal of Public Economics, Elsevier, vol. 95(7), pages 926-941.
    9. Christopher L. Newman & Elizabeth Howlett & Scot Burton, 2016. "Effects of Objective and Evaluative Front-of-Package Cues on Food Evaluation and Choice: The Moderating Influence of Comparative and Noncomparative Processing Contexts," Journal of Consumer Research, Oxford University Press, vol. 42(5), pages 749-766.
    10. Beatriz Casais & Sara Santos, 2018. "Corporate Propensity for Long-Term Donations to Non-Profit Organisations: An Exploratory Study in Portugal," Social Sciences, MDPI, vol. 8(1), pages 1-10, December.
    11. James Andreoni & Justin M. Rao & Hannah Trachtman, 2017. "Avoiding the Ask: A Field Experiment on Altruism, Empathy, and Charitable Giving," Journal of Political Economy, University of Chicago Press, vol. 125(3), pages 625-653.
    12. Northey, Gavin & Chan, Eugene Y., 2020. "Political conservatism and preference for (a)symmetric brand logos," Journal of Business Research, Elsevier, vol. 115(C), pages 149-159.
    13. Andreu, Luisa & Casado-Díaz, Ana B. & Mattila, Anna S., 2015. "Effects of message appeal and service type in CSR communication strategies," Journal of Business Research, Elsevier, vol. 68(7), pages 1488-1495.
    14. Hanmei Fan & Reeva Lederman & Frantz Rowe & Sabine Matook, 2018. "Online health communities: how do community members build the trust required to adopt information and form close relationships?," European Journal of Information Systems, Taylor & Francis Journals, vol. 27(1), pages 62-89, January.
    15. Andrews, J. Craig & Netemeyer, Richard & Burton, Scot & Kees, Jeremy, 2021. "What consumers actually know: The role of objective nutrition knowledge in processing stop sign and traffic light front-of-pack nutrition labels," Journal of Business Research, Elsevier, vol. 128(C), pages 140-155.
    16. Fedric Kujur & Saumya Singh, 2018. "Emotions as predictor for consumer engagement in YouTube advertisement," Journal of Advances in Management Research, Emerald Group Publishing Limited, vol. 15(2), pages 184-197, March.
    17. Diandian Xiang & Leinan Zhang & Qiuyan Tao & Yonggui Wang & Shuang Ma, 2019. "Informational or emotional appeals in crowdfunding message strategy: an empirical investigation of backers’ support decisions," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1046-1063, November.
    18. Dahee Han & Ashok K. Lalwani & Adam Duhachek, 2017. "Power Distance Belief, Power, and Charitable Giving," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(1), pages 182-195.
    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. Boukis, Achilleas, 2023. "Storytelling in initial coin offerings: Attracting investment or gaining referrals?," Journal of Business Research, Elsevier, vol. 160(C).
    2. Efrat, Kalanit & Gilboa, Shaked & Wald, Andreas, 2025. "Loyal to the concept or to the platform? The complexity of the dual loyalty of crowdfunding backers," Technological Forecasting and Social Change, Elsevier, vol. 210(C).
    3. Yufei Zhang & Thomas E. DeCarlo & Andrew S. Manikas & Abhi Bhattacharya, 2023. "To exploit or explore? The impact of crowdfunding project descriptions and backers’ power states on funding decisions," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 444-462, March.
    4. Diandian Xiang & Leinan Zhang & Qiuyan Tao & Yonggui Wang & Shuang Ma, 2019. "Informational or emotional appeals in crowdfunding message strategy: an empirical investigation of backers’ support decisions," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1046-1063, November.
    5. Tafesse, Wondwesen, 2021. "Communicating crowdfunding campaigns: How message strategy, vivid media use and product type influence campaign success," Journal of Business Research, Elsevier, vol. 127(C), pages 252-263.
    6. Moy, Naomi & Chan, Ho Fai & Septianto, Felix & Mathmann, Frank & Torgler, Benno, 2024. "Confidence is Good? too Much, not so Much: Exploring the effects on crowdfunding success," Journal of Business Research, Elsevier, vol. 182(C).
    7. Syrdal, Holly A. & Myers, Susan & Sen, Sandipan & Woodroof, Parker J. & McDowell, William C., 2023. "Influencer marketing and the growth of affiliates: The effects of language features on engagement behavior," Journal of Business Research, Elsevier, vol. 163(C).
    8. Sitruk, Jonathan & Grodal, Stine & Suarez, Fernando & Dibiaggio, Ludovic, 2025. "Emotional brightness and crowdfunding performance," Research Policy, Elsevier, vol. 54(1).
    9. Uparna, Jayaram & Bingham, Chris, 2022. "Breaking “Bad”: Negativity’s benefit for entrepreneurial funding," Journal of Business Research, Elsevier, vol. 139(C), pages 1353-1365.
    10. Moradi, Masoud & Badrinarayanan, Vishag, 2021. "The effects of brand prominence and narrative features on crowdfunding success for entrepreneurial aftermarket enterprises," Journal of Business Research, Elsevier, vol. 124(C), pages 286-298.
    11. Drouvelis, Michalis & Marx, Benjamin M., 2022. "Can charitable appeals identify and exploit belief heterogeneity?," Journal of Economic Behavior & Organization, Elsevier, vol. 198(C), pages 631-649.
    12. Sautua, Santiago I., 2022. "Donation requests following a pay rise," Journal of Economic Psychology, Elsevier, vol. 90(C).
    13. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    14. Fazio, Andrea & Reggiani, Tommaso & Scervini, Francesco, 2023. "Social media charity campaigns and pro-social behaviour. Evidence from the Ice Bucket Challenge," Journal of Economic Psychology, Elsevier, vol. 96(C).
    15. Julia Neuhaus & Andrew Isaak & Denefa Bostandzic, 2022. "Million dollar personality: a systematic literature review on personality in crowdfunding," Management Review Quarterly, Springer, vol. 72(2), pages 309-345, June.
    16. Fosgaard, Toke R. & Soetevent, Adriaan R., 2022. "I will donate later! A field experiment on cell phone donations to charity," Journal of Economic Behavior & Organization, Elsevier, vol. 202(C), pages 549-565.
    17. Su, Linlin & Cheng, Xusen & Hua, Ying & Zhang, Wenping, 2021. "What leads to value co-creation in reward-based crowdfunding? A person-environment fit perspective," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 149(C).
    18. Judd B. Kessler & Katherine L. Milkman, 2018. "Identity in Charitable Giving," Management Science, INFORMS, vol. 64(2), pages 845-859, February.
    19. Astrid Dannenberg & Olof Johansson‐Stenman & Heike Wetzel, 2022. "Status for the good guys: An experiment on charitable giving," Economic Inquiry, Western Economic Association International, vol. 60(2), pages 721-740, April.
    20. Michalis Drouvelis & Benjamin M. Marx, 2021. "Dimensions of donation preferences: the structure of peer and income effects," Experimental Economics, Springer;Economic Science Association, vol. 24(1), pages 274-302, March.

    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:spr:irpnmk:v:21:y:2024:i:1:d:10.1007_s12208-022-00361-3. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.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.