Journal Article

Cause-related marketing advertising formats on nonprofit websites: Does a company’s donation-amount offer in nonprofit display ads drive purchase intention?

Abstract

Advertisers and marketing professionals target nonprofit web and social media visitors with digital cause-related marketing display advertisements. This study compares two digital cause-related marketing advertising formats—advertisements with an explicit donation amount and an online cause-sponsorship advertising format—in terms of their impact on consumers’ purchase intention as well as gender differences. Survey results of 538 U.K. consumers indicate that the overall purchase intention toward explicit donation amount advertising formats is stronger than toward the online cause-sponsorship format, regardless of whether the perceived donation amounts are low or high. Contrary to expectation, gender differences in purchase intention did not show significance across all advertising formats.

Attached files

Authors

Ndasi, Wilson
Bolat, Elvira
Roushan, Gelareh

Oxford Brookes departments

Department of Marketing

Dates

Year of publication: 2021
Date of RADAR deposit: 2020-09-04

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All rights reserved.

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Related resources

This RADAR resource is the Accepted Manuscript of Cause-related marketing advertising formats on nonprofit websites: Does a company’s donation-amount offer in nonprofit display ads drive purchase intention?