Fundraising in an interactive online environment
- Author
- Katarina Panic (UGent) , Liselot Hudders (UGent) and Veroline Cauberghe (UGent)
- Organization
- Abstract
- This study investigates how nonprofit organizations could develop their websites to elicit positive evaluations and increase fundraising. More specifically, it focuses on the use of celebrity endorsements in an online context. The interaction between perceived congruence of the celebrity with the nonprofit organization and the level of interactivity induced by the website is examined on website experience, which is an important predictor of the attitude toward—and donation intentions for—a (fictitious) nonprofit organization. Using a 2 ´ 2 between-subjects experimental design (N = 122), the level of website interactivity and the (in)congruence between the celebrity and the organization are manipulated. The results show that an incongruent celebrity endorser incites a more favorable website experience than a congruent endorser on an interactive website. This, in turn, leads to a more positive attitude and a higher donation intention for the charity. In a non-interactive context, a congruent versus incongruent endorser has no differential impact on people’s responses.
- Keywords
- website interactivity, celebrity endorsement, congruence, website experience, nonprofit marketing, ADVERTISING EFFECTIVENESS, CONSUMERS EVALUATIONS, PURCHASE INTENTIONS, FLOW EXPERIENCE, WEB SITES, CONGRUENCE, CONGRUITY, IMPACT, INFORMATION, PERCEPTIONS
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Citation
Please use this url to cite or link to this publication: http://hdl.handle.net/1854/LU-6983816
- MLA
- Panic, Katarina, et al. “Fundraising in an Interactive Online Environment.” NONPROFIT AND VOLUNTARY SECTOR QUARTERLY, vol. 45, no. 2, 2016, pp. 333–50, doi:10.1177/0899764015587715.
- APA
- Panic, K., Hudders, L., & Cauberghe, V. (2016). Fundraising in an interactive online environment. NONPROFIT AND VOLUNTARY SECTOR QUARTERLY, 45(2), 333–350. https://doi.org/10.1177/0899764015587715
- Chicago author-date
- Panic, Katarina, Liselot Hudders, and Veroline Cauberghe. 2016. “Fundraising in an Interactive Online Environment.” NONPROFIT AND VOLUNTARY SECTOR QUARTERLY 45 (2): 333–50. https://doi.org/10.1177/0899764015587715.
- Chicago author-date (all authors)
- Panic, Katarina, Liselot Hudders, and Veroline Cauberghe. 2016. “Fundraising in an Interactive Online Environment.” NONPROFIT AND VOLUNTARY SECTOR QUARTERLY 45 (2): 333–350. doi:10.1177/0899764015587715.
- Vancouver
- 1.Panic K, Hudders L, Cauberghe V. Fundraising in an interactive online environment. NONPROFIT AND VOLUNTARY SECTOR QUARTERLY. 2016;45(2):333–50.
- IEEE
- [1]K. Panic, L. Hudders, and V. Cauberghe, “Fundraising in an interactive online environment,” NONPROFIT AND VOLUNTARY SECTOR QUARTERLY, vol. 45, no. 2, pp. 333–350, 2016.
@article{6983816,
abstract = {{This study investigates how nonprofit organizations could develop their websites to elicit positive evaluations and increase fundraising. More specifically, it focuses on the use of celebrity endorsements in an online context. The interaction between perceived congruence of the celebrity with the nonprofit organization and the level of interactivity induced by the website is examined on website experience, which is an important predictor of the attitude toward—and donation intentions for—a (fictitious) nonprofit organization. Using a 2 ´ 2 between-subjects experimental design (N = 122), the level of website interactivity and the (in)congruence between the celebrity and the organization are manipulated. The results show that an incongruent celebrity endorser incites a more favorable website experience than a congruent endorser on an interactive website. This, in turn, leads to a more positive attitude and a higher donation intention for the charity. In a non-interactive context, a congruent versus incongruent endorser has no differential impact on people’s responses.}},
author = {{Panic, Katarina and Hudders, Liselot and Cauberghe, Veroline}},
issn = {{0899-7640}},
journal = {{NONPROFIT AND VOLUNTARY SECTOR QUARTERLY}},
keywords = {{website interactivity,celebrity endorsement,congruence,website experience,nonprofit marketing,ADVERTISING EFFECTIVENESS,CONSUMERS EVALUATIONS,PURCHASE INTENTIONS,FLOW EXPERIENCE,WEB SITES,CONGRUENCE,CONGRUITY,IMPACT,INFORMATION,PERCEPTIONS}},
language = {{eng}},
number = {{2}},
pages = {{333--350}},
title = {{Fundraising in an interactive online environment}},
url = {{http://doi.org/10.1177/0899764015587715}},
volume = {{45}},
year = {{2016}},
}
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