The Role of Trust on Charity Organizations as Moderator Variable on Relationship between Charity Advertising Styles and Donation Intentions

Authors

  • Gihan A. Ragab Ain Shams University
  • Naglaa A. Eldanasory Modern Academy in Maddi

DOI:

https://doi.org/10.34120/ajas.v25i3.1015

Keywords:

Trust in Charities, Charity Advertising Methods, Guilt Approach, Altruistic/Altruist Appeal, Statistical/Anecdotal Evidence Approach, Celebrity use Approach, Clergy use Approach, Donation Intentions

Abstract

Aim of the paper: This study is designed to investigate the impact of the use of advertising styles on donation intentions and the role of trust of charity organizations as a moderator variable between advertising styles and donation intentions.
Study Design: The research used both Quantitative and Qualitative techniques.
Sample and Data: Preliminary data were collected through a Questionnaire on the Internet from a sample of 384 potential donors in Cairo.
Results: The study found that there is a significant effect of the use of charity advertising styles on donation intentions, in terms of: (altruism/egoistic appeal, statistical/ anecdotal evidence, feeling guilty and the use of clerics). There is also a significant effect of trust as a moderator variable between the use of advertising styles in terms of the (use of celebrities, statistical/ anecdotal evidence, the use of clerics) and donation intentions.
Conclusion: The study recommends investigating the impact of donors' demographic characteristics on donation intentions.

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Author Biographies

Gihan A. Ragab, Ain Shams University

She holds a Ph.D. in Business Administration from the Faculty of Commerce, Ain Shams University, in 2003, in addition to the Sharjah Award for the Best Doctoral Thesis in the Arab World in 2004, presented by the Ruler of Sharjah and the Arab Organization for Administrative Sciences. She currently works as a professor of marketing, the college's deputy for community service and environmental development affairs, and a member of the National Council for Women, Cairo branch. She has research interests in the fields of consumer behavior, industrial marketing, service marketing, and social marketing. dr_gihan_ragab@hotmail.com

Naglaa A. Eldanasory, Modern Academy in Maddi

MBA, Marketing Department, Ain Shams University. Assistant Lecturer at the Modern Academy in Maadi, Ph.D. in Business Systems at Helwan University, with research interests in marketing in charitable organizations, social marketing, e-marketing, competitive advantage, and consumer behavior.

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Published

2018

How to Cite

Ragab, G. A., & Eldanasory, N. A. (2018). The Role of Trust on Charity Organizations as Moderator Variable on Relationship between Charity Advertising Styles and Donation Intentions. Arab Journal of Administrative Sciences, 25(3), 445–487. https://doi.org/10.34120/ajas.v25i3.1015

Issue

Vol. 25 No. 3 (2018)

Section

Marketing