Cause-Related Marketing Advertising Formats on Nonprofit Websites
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...
Paper Details
Title
Cause-Related Marketing Advertising Formats on Nonprofit Websites
Published Date
Aug 19, 2021
Volume
61
Issue
3
Pages
289 - 302
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