The role of emotional marketing and UTAUT on donation intention through social media

Desi Tri Kurniawati, N. H. Rosita, Rila Anggraeni
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引用次数: 10

Abstract

Donations through social media or any online platforms are becoming a new trend these days, thanks to the use of emotional marketing through narrations and visual depictions showing the real condition of people who need supports. Organizations are led to raise people’s emotions to increase their intention to make donations. This study aims to examine the effect of emotional marketing on donation intention through social media platforms and people’s willingness to use technology (UTAUT). This is explanatory research was conducted through a survey on 365 respondents of Malang city who had seen a crowdfunding commercial of Kitabisa.com. The structural equation analysis has led to findings that emotional marketing significantly influences people’s donation intention, implying that the commercial is able to affect people’s emotion into empathy and willingness to make donations through the charity campaign. Furthermore, this study also finds that UTAUT has a significant effect on the intention. The findings are useful for Kitabisa.com in their effort to increase people’s donation intention through the use of emotional marketing.
情感营销和UTAUT对社交媒体捐赠意愿的作用
如今,通过社交媒体或任何在线平台进行捐赠正成为一种新趋势,这要归功于通过叙事和视觉描述来展示需要支持的人的真实状况的情感营销。引导组织调动人们的情绪,增加他们的捐款意愿。本研究旨在通过社交媒体平台考察情感营销对捐赠意愿和人们使用技术意愿(UTAUT)的影响。这是一项解释性研究,通过对玛琅市的365名受访者进行调查,他们看过Kitabisa.com的众筹广告。结构方程分析发现,情感营销显著影响人们的捐赠意愿,这意味着广告能够通过慈善活动影响人们的情感转化为同理心和捐赠意愿。此外,本研究还发现UTAUT对意向有显著影响。这一发现有助于Kitabisa.com通过情感营销提高人们的捐赠意愿。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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