Shoppers Like Explicit Donation Links in Cause-Related Marketing Ads

Member Only Access

Summary

Companies increasingly target nonprofit web and social media followers by using cause-related marketing display ads on the websites of charity or nonprofit organizations. Two key formats are used: either transactional (representing an explicit donation amount that a consumer can make to the nonprofit) or nontransactional (representing online cause sponsorship). Which one is more successful? A new study has some answers.

AUTHOR BIOS

Wilson Ndasi (wndasi@brookes.ac.uk) is a senior lecturer in digital marketing at the Oxford Brookes University Business School (OBBS), in the U.K. His main research area is at the intersection of digital and social marketing, corporate social responsibility concepts and consumer engagement applying psychoanalytic quantitative techniques.

Elvira Bolat (ebolat@bournemouth.ac.uk) is an associate professor in digital marketing at the Bournemouth University Business School, in the U.K. Her research expertise and professional practice focus on digital marketing, in particular digital strategy, social media management and analytics, responsible digital consumption, influencer marketing, influencer–follower relationships and transparent and responsible online gambling.

Gelareh Roushan (groushan@bournemouth.ac.uk) is an associate professor in marketing at the Bournemouth University Centre for Fusion Learning Innovation and Excellence, U.K. She leads institutional projects in digital pedagogies. Her areas of expertise in research and professional practice include digital marketing, marketization of higher education, innovation diffusion in the National Health Service and strategies for innovative pedagogy in higher education.