Abstract

Introduction

Charity Social Media Marketing

Awareness

Interaction

Timeliness

Informativeness

Customization

Advertising

Research Hypothesis

Methodology

Analysis and Results

Discussion and Conclusion

Managerial Implications

References

Abstract

     This study aims to identify the outline of charity social media marketing (SMM) and to determine to what extent it influences the charity brand image, brand trust, and donation intention. The data were gathered from followers of internationally operating Turk charities on social media. The theoretical model and hypotheses were tested by using structural equation modeling. Charity SMM is composed of awareness, interaction, timeliness, informativeness, customization, and advertisement dimensions. Awareness is the only dimension of SMM that has a significant direct influence on donation intention. Timeliness, informativeness, and advertisement significantly influence charity brand image, whereas brand trust is influenced by informativeness and customization. Besides, Charity SMM, as a whole, influences donation intention both directly and indirectly through brand image and brand trust. Therefore, charity brand image and brand trust are crucial for charities to promote donation intention through SMM. Therefore, charities are strongly recommended to focus primarily on developing their brand image and gaining trust in current and prospective donors.

Introduction

     Charities have been operating to improve needy people’s living standards through aids and cash assistance (Ilyas et al., 2020). The revenues of a charity consist of monetary donations, non-monetary but tangible gifts, and investments like other non-governmental organizations. Most charity activities are carried out by volunteers (Sargeant et al., 2006). Like charities, many nonprofit organizations such as hospitals, universities, cultural centers, art centers, and environment and animal protection societies depend on donations and volunteers. Therefore, charities have faced intense competition with these organizations (Bennett, 2005) and difficulties financing their activities (Quinton & Fennemore, 2013). In such a competitive environment, charities need to use marketing communication tools efficiently and effectively to retain current donors and volunteers and find new ones.

     Social media is one of the most convenient communication channels that charities can use to interact with donors and volunteers. Social media facilitates interactions between users, i.e., individuals and organizations. Thereby, social media offers unique opportunities for charities to strengthen relations between donors/volunteers and organizations by increasing interactions. Social media enables charities to post informative or attention-grabbing content quickly, affordably, and continuously (Seo & Park, 2018; Tsimonis & Dimitriadis, 2014). Therefore, social media is evaluated as an essential part of the marketing activities of charities that aim to develop communication with donors and volunteers (Simon & Tossan, 2018).

Discussion and Conclusion

     This paper identifies to what extent charity SMM, as a construct, and its dimensions influence charity brand image, brand trust, and donation intention. Charity SMM is categorized into six dimensions: awareness, interaction, timeliness, informativeness, customization, and advertisement. Charities can create awareness about needy people on their social media posts so that prospective donors can keep donating. They can also promote interactions among donors and between donors and the organization by motivating followers to share information, ideas, views, and opinions on charities’ social media profiles. Timeliness, i.e., keeping social media account updated and sharing real-time information and the latest information on activities, makes current and prospective donors believe that social media is an essential source of information. Informativeness, i.e., providing accurate, practical, and comprehensive information about the charities’ activities through social media, promotes credibility. Charities’ customization of their communication with individuals through social media helps them resolve their interests, curiosities, and concerns. Charities’ attentiongrabbing and motivating social media advertisements are essential dimensions of SMM.