The role of socially rich photos in generating favorable donation behavior on charity websites |
| |
| Institution: | 1. Univ. Grenoble Alpes, Grenoble INP, CERAG, 38000, Grenoble, France;2. Excelia Business School, CERIIM, La Rochelle, France;1. College of Economics and Management, China Agricultural University, 17 Qinghua E Rd, Haidian District, Beijing, PR China;2. School of Business, Renmin University of China, No. 59 Zhongguancun Street, Haidian District, Beijing, 100872, PR China;1. Department of Marketing, Stetson-Hatcher School of Business, Mercer University, Macon, GA, 31207, USA;2. Department of Marketing, Arthur J. Bauernfeind College of Business, Murray State, Murray, KY, 42071, USA;3. Department of Marketing, College of Business, Bryant University, 1150, Douglas Pike, Smithfield, RI, 02917, USA;4. Department of Marketing and Supply Chain Management, Fogelman College of Business and Economics, University of Memphis, 3675 Central Ave, Memphis, TN 38152, USA;1. School of Business, Fuyang Normal University, Fuyang, 236037, China;2. Anhui Provincial Key Laboratory of Regional Logistics Planning and Modern Logistics Engineering, Fuyang, 236037, China;1. Univ. Grenoble Alpes, Grenoble INP*, CERAG, 38000, Grenoble, France;2. Institute of Engineering and Management Univ, Grenoble, Alpes, France |
| |
| Abstract: | While online retail sites succeed in reinforcing perceptions of human warmth on their websites thanks to more and more interactive technologies, the charitable sector cannot, for lack of human, technical and financial resources, make use of such technologies. This research paper demonstrates the potential of a simple tool: the socially rich photo. Although the literature has extensively documented how photos impact visitor behavior in online environments, research in the context of donations through charity websites is rare and has provided contradictory results. By focusing more closely on the role of the individual represented in such photos (the recipient of a donation versus the donor), our studies, conducted in France, offer additional insights on the subject as well as managerial advice for organizations. |
| |
| Keywords: | Social factors e-philanthropy Charities Money donation Photos |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
