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dc.contributor.authorWallace, Elaine
dc.contributor.authorBuil, Isabel
dc.contributor.authorde Chernatony, Leslie
dc.date.accessioned2017-12-11T15:54:41Z
dc.date.available2017-12-11T15:54:41Z
dc.date.issued2017-11
dc.identifier.citationElaine, Wallace, Isabel, Buil, & Leslie, de Chernatony. (2017). When does “liking” a charity lead to donation behaviour?: Exploring conspicuous donation behaviour on social media platforms. European Journal of Marketing, 51(11/12), 2002-2029. doi: doi:10.1108/EJM-03-2017-0210en_IE
dc.identifier.issn0309-0566
dc.identifier.urihttp://hdl.handle.net/10379/7037
dc.description.abstractPurpose This study aims to investigate the relationship between young people’s Conspicuous Donation Behaviour (CDB) on social media platforms and their offline donation behaviour, specifically intentions to donate and volunteer time. It also explores materialism, self-esteem and self-monitoring as CDB trait antecedents, as a form of conspicuous consumption on social media. Finally, it considers the influence of altruism on these relationships. Design/methodology/approach A survey was conducted of regular Facebook users mentioning a charity brand on Facebook in the past year. Data from 234 participants were analysed and hypotheses tested using structural equation modeling. Findings Results confirm two forms of CDB – self and other-oriented. Materialistic consumers are more likely to engage in both forms of CDB on Facebook. High self-esteem increases self-oriented CDB; high self-monitoring increases other-oriented CDB. Self-oriented CDB is positively associated with donation intentions, but other-oriented CDB is negatively associated. Findings reveal how altruism moderates this model. Research limitations/implications Findings show how personality traits influence CDB and reveal the relationship between CDB, as virtual conspicuous consumption on social media platforms, and donation behaviour. Practical implications The study provides implications for managers about enhancing charitable donations through social media. Originality/value This is the first study to explore donation behaviour as a form of conspicuous consumption on social media, where virtual conspicuous consumption (i) does not require any offline consumption and (ii) may achieve the desired recognition, without any charitable act. It provides new insights into CDB, its antecedents and influence on donation behaviour.en_IE
dc.formatapplication/pdfen_IE
dc.language.isoenen_IE
dc.publisherEmeralden_IE
dc.relation.ispartofEuropean Journal Of Marketingen
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 Ireland
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/3.0/ie/
dc.subjectConspicuous Donation Behaviouren_IE
dc.subjectMaterialismen_IE
dc.subjectSelf-esteemen_IE
dc.subjectAltruismen_IE
dc.subjectSelf-monitoringen_IE
dc.subjectSocial media platformsen_IE
dc.titleWhen does “liking” a charity lead to donation behaviour?: Exploring conspicuous donation behaviour on social media platformsen_IE
dc.typeArticleen_IE
dc.date.updated2017-07-10T13:21:44Z
dc.identifier.doi10.1108/EJM-03-2017-0210
dc.local.publishedsourcehttps://doi.org/10.1108/EJM-03-2017-0210en_IE
dc.description.peer-reviewedpeer-reviewed
dc.internal.rssid12850965
dc.local.contactElaine Wallace, Dept. Of Marketing, Room 322, St. Anthony'S, Nui Galway. 2603 Email: elaine.wallace@nuigalway.ie
dc.local.copyrightcheckedYes
dc.local.versionACCEPTED
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