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Volume :25 Issue : 3 2018      Add To Cart                                                                    Download

The Role of Trust on Charity Organizations as Moderator Variable on Relationship between Charity Advertising Styles and Donation Intentions(in Arabic)

Auther : Gihan A. Ragab and Naglaa A. Eldanasory

Aim of the Paper: This study is designed to investigate the impact of the use of advertising styles on donation intentions and the role of trust of charity organizations as a moderator variable between advertising styles and donation intentions. Study Design: The research used both Quantitative and Qualitative techniques. Sample and Data: Preliminary data were collected through a Questionnaire on the Internet from a sample of 384 potential donors in Cairo. Results: The study found that there was a significant effect of the use of charity advertising styles on donation intentions in terms of (altruism/egoistic appeal, statistical /anecdotal evidence, feeling guilty, and the use of clerics). There is also a significant effect of trust as a moderator variable between the use of advertising styles in terms of the (use of celebrities, statistical /anecdotal evidence, the use of clerics) and donation intentions. Conclusion: The study recommends investigating the impact of donors' demographic characteristics on donation intentions.

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Nov 19, 2019

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