Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success

Name: Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success
Author: Wen, Xiaohan Hannah, Kim, S., Bowen, M.

İsim	Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success
Yazar	Wen, Xiaohan Hannah, Kim, S., Bowen, M.
Basım Tarihi:	2023-02
Basım Yeri	- Elsevier
Konu	Cause -related marketing, Viral marketing, Social media, Uncertainty, Affective arousal, Source credibility
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	0148-2963
Kayıt Numarası	3a8cf94a-6370-44ab-b1da-8e30d2d16ae7
Lokasyon	Business Administration
Tarih	2023-02
Örnek Metin	With the rise of social media, companies are engaging in a new type of cause-related marketing classified as "You Share, We Donate" (YSWD) campaigns. YSWD campaigns encourage consumers to share the company's campaign message, with the promise that the company will donate to a designated cause, and the total donation amount is linked to the number of "shares" the message gets. Thus, the success of these campaigns depends on the campaign's virality. In order to understand what organizations need to do to set up successful YSWD cam-paigns, we investigate the linkage between donation cap (non-)specification-an important design element-and YSWD campaign success. The results of the analyses of 574 real-world YSWD campaigns and four experiments show that donation cap non-specification encourages consumers to share the campaign message more than when a donation cap is specified. However, this effect diminishes if a company is perceived as highly credible.
DOI	10.1016/j.jbusres.2022.113510
Cilt	156

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Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success

Yazar Wen, Xiaohan Hannah, Kim, S., Bowen, M.

Basım Tarihi 2023-02

Basım Yeri - Elsevier

Konu Cause -related marketing, Viral marketing, Social media, Uncertainty, Affective arousal, Source credibility

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 0148-2963

Kayıt Numarası 3a8cf94a-6370-44ab-b1da-8e30d2d16ae7

Lokasyon Business Administration

Tarih 2023-02

Örnek Metin With the rise of social media, companies are engaging in a new type of cause-related marketing classified as "You Share, We Donate" (YSWD) campaigns. YSWD campaigns encourage consumers to share the company's campaign message, with the promise that the company will donate to a designated cause, and the total donation amount is linked to the number of "shares" the message gets. Thus, the success of these campaigns depends on the campaign's virality. In order to understand what organizations need to do to set up successful YSWD cam-paigns, we investigate the linkage between donation cap (non-)specification-an important design element-and YSWD campaign success. The results of the analyses of 574 real-world YSWD campaigns and four experiments show that donation cap non-specification encourages consumers to share the campaign message more than when a donation cap is specified. However, this effect diminishes if a company is perceived as highly credible.

DOI 10.1016/j.jbusres.2022.113510

Cilt 156