RT Journal Article
SR Electronic
T1 Cause-Related Marketing Advertising Formats on Nonprofit Websites
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 289
OP 302
DO 10.2501/JAR-2021-012
VO 61
IS 3
A1 Wilson Ndasi
A1 Elvira Bolat
A1 Gelareh Roushan
YR 2021
UL http://www.journalofadvertisingresearch.com/content/61/3/289.abstract
AB 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.