An Identity-Based Model Explaining Online Donor Appreciation

IF 4 Q2 BUSINESS

Australasian Marketing Journal Pub Date : 2021-06-23 DOI:10.1177/18393349211027670

Kathleen Chell, G. Mortimer, B. Masser, Rebekah Russell–Bennett

引用次数: 3

Abstract

Nonprofit organization (NPO) marketers are now increasingly turning online to recognize donors, with little understanding as to how online donor appreciation influences behavior. A scenario-based research design using an online survey was administered to a random sample of voluntary blood donors (n = 356). The findings contribute to identity theory by demonstrating that online recognition (digital badge shared to Facebook) can strengthen subjective impressions of identity-related behavior above a private thank-you email alone. Furthermore, outcomes of a positive identity appraisal (accountability and emotional value) were found to differentially drive NPO-benefiting activities (positive electronic word-of-mouth and donation intentions) depending on donation experience. The results strategically inform online donor appreciation activities to improve donor retention.

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一个基于身份的模型来解释在线捐赠者的感激

非营利组织(NPO)的营销人员现在越来越多地转向在线识别捐赠者，但他们对在线捐赠者的赞赏如何影响行为知之甚少。使用在线调查的基于场景的研究设计对自愿献血者的随机样本(n = 356)进行了管理。这一发现为身份认同理论做出了贡献，因为它表明，在线认可(在Facebook上分享的数字徽章)比单独的一封私人感谢邮件更能增强人们对身份相关行为的主观印象。此外，我们还发现，积极的身份评估结果(问责制和情感价值)对非营利组织受益活动(积极的电子口碑和捐赠意愿)的驱动作用不同，这取决于捐赠经历。结果战略性地通知在线捐助者赞赏活动，以提高捐助者的保留。

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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来源期刊

Australasian Marketing Journal BUSINESS-

CiteScore

14.90

自引率

16.70%

发文量

期刊介绍： The Australasian Marketing Journal (AMJ) is the official journal of the Australian and New Zealand Marketing Academy (ANZMAC). It is an academic journal for the dissemination of leading studies in marketing, for researchers, students, educators, scholars, and practitioners. The objective of the AMJ is to publish articles that enrich and contribute to the advancement of the discipline and the practice of marketing. Therefore, manuscripts accepted for publication will be theoretically sound, offer significant research findings and insights, and suggest meaningful implications and recommendations. Articles reporting original empirical research should include defensible methodology and findings consistent with rigorous academic standards.