Charity Social Media Marketing and Its Influence on Charity Brand Image, Brand Trust, and Donation Intention

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dc.authoridBilgin, Yusuf/0000-0003-0656-2031
dc.authoridKethuda, Onder/0000-0002-7661-2009
dc.contributor.authorBilgin, Yusuf
dc.contributor.authorKethuda, Onder
dc.date.accessioned2024-10-04T18:48:32Z
dc.date.available2024-10-04T18:48:32Z
dc.date.issued2022
dc.departmentBayburt Üniversitesien_US
dc.description.abstractThis 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.en_US
dc.identifier.doi10.1007/s11266-021-00426-7
dc.identifier.endpage1102en_US
dc.identifier.issn0957-8765
dc.identifier.issn1573-7888
dc.identifier.issue5en_US
dc.identifier.scopus2-s2.0-85123256056en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.startpage1091en_US
dc.identifier.urihttps://doi.org/10.1007/s11266-021-00426-7
dc.identifier.urihttp://hdl.handle.net/20.500.12403/3082
dc.identifier.volume33en_US
dc.identifier.wosWOS:000744901300001en_US
dc.identifier.wosqualityQ2en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherSpringeren_US
dc.relation.ispartofVoluntasen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectSocial media marketingen_US
dc.subjectCharity brand imageen_US
dc.subjectBrand trusten_US
dc.subjectDonation intentionen_US
dc.subjectNonprofit organizationen_US
dc.titleCharity Social Media Marketing and Its Influence on Charity Brand Image, Brand Trust, and Donation Intentionen_US
dc.typeArticleen_US

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