Exploratory study on the characteristics of charitable donors in Australia

Decline in government funding for charities led to a new era of marketing for charities in Australia. Operating like businesses, charities contest for a share of the $5.7 billion of household donations. The research investigates the characteristics of Australian charitable donors. Limited empirical research is available in this field and the paper replicates Schlegelmilch et al. (1997) research to develop a better understanding of Australian donors' demographics, psychographics and perception of charities. Findings show donors are more likely to be older individuals with higher income, who perceive themselves to be generous and financially secured. They have favourable attitude towards national and international charities, and they are more accepting towards higher administration costs. The research provides a clearer profile of the donor's market. Thus donors could be targeted more effectively. The research also identifies major differences between Schlegelmilch et al.'s (1997) British research. The findings indicate that the characteristics of donors differ between each country and more exploration is needed in this field

Conceptualising guilt appeals in advertising : the mediating roles of inferences of manipulative intent and attitude towards advertising

This research developed and validated three guilt arousal scales specifically pertaining to existential, reactive and anticipatory guilt. It also provides a holistic model that investigates how ad credibility, attitude towards the advertisement, inferences of manipulative intent and purchase intention influence each type of guilt in three product categories in the luxury industry. It provides scholars, policy and decision makers a blueprint for strategic initiatives on the relative effectiveness of guilt appeals in the advertising industry

Characteristics affecting charitbale donations: an investigaion in Brunei

This study replicates and extends Schlegelmilch, Love and Diamantopoluos?s (1997) study by comparing the demographic, psychographic and sociographic factors of donors and non donors in Brunei. The study found that Brunei?s charitable donation is distinct to other nations due to its unique culture and welfare. The findings indicate non donors? lack of charitable donation experience is a major issue in Brunei. Further, the difference between donors and non donors? perception of charitable efficiency is shown to be significant. In addition, new directions radiating from the limitations of the study are proposed

Applying International Human Rights Law for Use by Facebook

n recent years, social media platforms have been beset with hate speech, misinformation, disinformation, incitement of violence, and other content that cause real-world harm. Social media companies, focusing solely on profit-maximization and user-engagement, have been largely asleep at the wheel during outbreaks of violence in countries such as Myanmar, Sri Lanka, New Zealand, and India–events all linked in some way to online content. When social media companies began trying to reduce harmful content, they made tweaks: incremental, non-transparent, and often inconsistent changes to their moderation rules. To build a more effective and consistent system, some international lawyers have suggested that social media companies adopt international human rights law (IHRL)–especially the International Covenant for Civil and Political Rights (ICCPR)–as a unified source for content moderation rules. How-ever, IHRL was written and ratified for use by states, not private companies. Moreover, IHRL emerged long before the Internet and social media were widespread. IHRL must therefore be interpreted and adapted for this new purpose. As a first step towards honing and refining its application, this article proposes a framework for the use of IHRL by social media companies

The role of rational and emotional appeals on website promotion

The purpose of this paper is to examine the effectiveness of rational and emotional appeals in an online context. A review of the literature revealed intangible appeals maybe more appropriate for services due to service intangibility. Using websites as cues, it compares the differences between the two appeals in the context of boutique hotels. Results indicate emotional appeals are more effective than rational appeals. Findings imply that boutique hotels should use emotional appeals online to create a point of difference, and to maximise the return from investment due to their small advertising budget. This research extends the use of emotional appeals on a new medium

The role of anticipatory guilt in a non-durable consumer goods context

The purpose of this study was to explore the effectiveness of a specific type of guilt appeal. The literature suggests that there are three types of guilt appeals. However the effectiveness of each type of guilt appeal is unclear. This study will investigate the effectiveness of one type of guilt appeal, namely anticipatory guilt appeal using a non-durable consumer good advertisement. The study explores the relationships between anticipatory guilt, attitude towards the brand, inferences of manipulative intent and purchase intentions. Results show no significant relationship between anticipatory guilt and purchase intentions. However, attitude towards the brand increased the likelihood of purchase intentions. The research suggests that anticipatory guilt appeals are inappropriate for the non-durable consumer goods advertisements. It raises an interesting question why so many advertisers are utilising this type of guilt appeal to target consumers. Managerial implications and future directions radiating from the results are discussed

The role of existential guilt appeals in charitable advertisements

This study focuses on existential guilt and it explores the relationship between existential guilt, inferences of manipulative intent, attitude towards the brand, and donation behaviour intentions. A scale was also developed to measure existential guilt. Although it is exploratory in nature, it fills the gap in the literature that guilt is not a unified construct and should be measured separately. This research found that consumers perceived World Vision?s ad to be non-manipulative and suggested that consumers had a very strong attitude towards the brand. The results implied that advertisers could employ more intensive existential guilt ads for credible brands and potential contributions are also discussed

Guilt appeals in advertising: investigating the roles of inferences of manipulative intent and attitudes towards advertising

Guilt appeal has always been studied as a unified construct, literature however identifies three classifications of guilt namely, anticipatory, reactive and existential guilt, and this has left limiting our understanding of guilt appeals in advertising. This appeal is increasingly important for advertisers, due to changes in the Australian demographics, family lifestyles and societal values. These alterations have led to higher prevalence of guilt appeals in luxury and symbolic brands which are previously unexplored. Based on the research gaps, a research framework is proposed to examine these untested relationships between attitude towards the ad, ad credibility, inferences of manipulative intent and guilt arousal. Potential contributions are also discussed

Characteristics of charitable donors in Australia

Decline in government funding for charities led to a new era of marketing for charities in Australia. Operating like businesses, charities contest for a share of the $5.7 billion of household donations. The research investigates the characteristics of Australian charitable donors. Limited empirical research is available in this field and the paper replicates Schlegelmilch et al. (1997) research to develop a better understanding of Australian donors‟ demographics, psychographics and perception of charities. Findings show donors are more likely to be older individuals with higher income, who perceive themselves to be generous and financially secured. They have favourable attitude towards national and international charities, and they are more accepting towards higher administration costs. The research provides a clearer profile of the donor‟s market. Thus donors could be targeted more effectively. The research also identifies major differences between Schlegelmilch et al.'s (1997) British research. The findings indicate that the characteristics of donors differ between each country and more exploration is needed in this field

Exploring existential guilt appeals in the context of charitable advertisements

This study explores the relationship between existential guilt, inferences of manipulative intent,attitude towards the brand, and donation behaviour intentions. A scale was also developed tomeasure existential guilt. Although it is exploratory in nature, it fills the gap in the literature thatguilt is not a unified construct and should be measured separately. This research found thatconsumers perceived World Vision?s ad to be non-manipulative and suggested that consumershad a very strong attitude towards the brand. The results implied that advertisers could employmore intensive existential guilt ads for credible brands and potential contributions are alsodiscussed