电视新闻媒体与社交媒体在慈善众筹中的跨媒体协同作用

IF 4.4 3区 管理学 Q2 BUSINESS
Yashar Dehdashti, Aidin Namin, Seth C. Ketron
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引用次数: 0

摘要

目前,提高人们对慈善众筹活动认识的方法主要是通过网络平台(如社交媒体)。然而,电视新闻媒体继续报道呼吁捐款的慈善事业,这就提出了电视媒体是否有助于慈善众筹成功的问题。本研究利用从一个流行的众筹网站收集的二手数据,衡量了电视新闻媒体和社交媒体对慈善众筹活动的影响。我们发现,在电视和社交媒体上分享的活动(与仅在社交媒体上分享的活动相比)能产生更多的资金,拥有更多的捐赠者,但需要更长的时间才能达到目标。因此,在慈善众筹的背景下,捐款和捐赠者的数量与活动结束的速度之间可能存在权衡。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Cross-media synergies between TV news media and social media in charitable crowdfunding

Current methods of creating awareness about charitable crowdfunding campaigns are mostly within online platforms (e.g., social media). However, TV news media continue to feature causes calling for donations, raising the question of whether TV media contribute to the success of charitable crowdfunding. This research measures the effect of TV news media alongside social media on charitable crowdfunding campaigns using secondary data scraped from a popular crowdfunding site. We find that campaigns shared on TV and social media (vs. social media alone) generate more funding and have more donors but take a significantly larger time to reach their target. Thus, in the context of charitable crowdfunding, there may be a tradeoff between volume of donations and donors and the speed at which campaigns conclude.

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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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