ArticlePublisher preview available

An empirical investigation of repeated donations on crowdfunding platforms during COVID-19

Authors:
Abhishek Behl at Keele University
Abhishek Behl
Brinda Sampat at Narsee Monjee Institute of Management Studies
Brinda Sampat
Sahil Raj at Punjabi University
Sahil Raj
Read publisher preview
Download citation
To read the full-text of this research, you can request a copy directly from the authors.

Abstract and Figures

The COVID-19 pandemic has impacted the financial well-being of people and the world’s economy. Crowdfunding is a prominent contributor to this pandemic's adverse effects. Donations on crowdfunding platforms have received attention; however, repeated donations, especially during COVID-19, need to be studied. This study aims to understand the role of reward-based gamification as a tool for understanding repeated donation behaviour on crowdfunding platforms during COVID-19. The study uses the self-determination theory to propose the conceptual framework and uses cross sectional data from 514 donors using survey based instruments. This study aims to understand the role of social relatedness with donors’ intrinsic motivation to make repeated donations. Similarly, it tries to establish the role of social relatedness and engagement with repeated donation behaviour. The study uses reward-based gamification as moderating variables, and the model controls the experience of donating on crowdfunding platforms. The results confirm the relationship between social relatedness impacting a donor’s intrinsic motivation and engagement in crowdfunding platform activities leading to repeated donation behaviour. The study further establishes that reward-based gamification moderates the relationship between intrinsic motivation and repeated donation behaviour. The results reveal that the experience of donating impacts the users' repeated donations. The study presents new insights on the role of gamification in inducing repeated donations on crowdfunding platforms during COVID-19.
Figures - available from: Annals of Operations Research
This content is subject to copyright. Terms and conditions apply.
A preview of this full-text is provided by Springer Nature.
Learn more
Content available from Annals of Operations Research
This content is subject to copyright. Terms and conditions apply.
Annals of Operations Research
https://doi.org/10.1007/s10479-023-05197-6
ORIGINAL RESEARCH
An empirical investigation of repeated donations
on crowdfunding platforms during COVID-19
Abhishek Behl1·Brinda Sampat2·Sahil Raj3
Accepted: 18 January 2023
© The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature 2023
Abstract
The COVID-19 pandemic has impacted the financial well-being of people and the world’s
economy. Crowdfunding is a prominent contributor to this pandemic’s adverse effects. Dona-
tions on crowdfunding platforms have received attention; however, repeated donations,
especially during COVID-19, need to be studied. This study aims to understand the role
of reward-based gamification as a tool for understanding repeated donation behaviour on
crowdfunding platforms during COVID-19. The study uses the self-determination theory to
propose the conceptual framework and uses cross sectional data from 514 donors using survey
based instruments. This study aims to understand the role of social relatedness with donors’
intrinsic motivation to make repeated donations. Similarly, it tries to establish the role of social
relatedness and engagement with repeated donation behaviour. The study uses reward-based
gamification as moderating variables, and the model controls the experience of donating
on crowdfunding platforms. The results confirm the relationship between social relatedness
impacting a donor’s intrinsic motivation and engagement in crowdfunding platform activi-
ties leading to repeated donation behaviour. The study further establishes that reward-based
gamification moderates the relationship between intrinsic motivation and repeated donation
behaviour. The results reveal that the experience of donating impacts the users’ repeated
donations. The study presents new insights on the role of gamification in inducing repeated
donations on crowdfunding platforms during COVID-19.
Keywords Crowdfunding ·COVID-19 ·Gamification ·Repeated donation behaviour ·
Engagement ·Social relatedness
BAbhishek Behl
abhishekbehl27@gmail.com
Brinda Sampat
brinda.Sampat@nmims.edu
Sahil Raj
drsahil@pbi.ac.in
1Management Development Institute, Gurgaon, India
2NMIMS Global Access School for Continuing Education (NGASCE), NMIMS University,
Mumbai, India
3School of Management Studies, Punjabi University, Patiala, India
123
Content courtesy of Springer Nature, terms of use apply. Rights reserved.
... In healthcare, the articles address the integration of digital health technologies, which improve patient care and operational efficiency (Sabharwal et al., 2022;Singh et al., 2022;Goto et al., 2022;Zhang et al., 2023). Additionally, MS in the digital transformation era has contributed to addressing humanitarian crises (Baltas et al., 2022;Behl et al., 2023;Palit et al., 2023). ...
... Additionally, crowdfunding has emerged as a vital mechanism for sustaining these operations, particularly during periods of heightened uncertainty. Behl et al. (2023) argue that securing financial support from individuals and organizations is crucial for maintaining continuity in humanitarian aid efforts. This reliance on crowdfunding reflects the need for flexible and responsive financial strategies that can adapt to rapidly changing crises. ...
Management science in the age of the internet and digital revolution
Article
Full-text available
  • Apr 2025
  • ANN OPER RES
This special issue was organized to explore the impact of the internet and digital revolution on the field of management science (MS). Our goal was to highlight the scientific developments that have reshaped management practices and methodologies, enabling organizations to effectively navigate the increasingly complex challenges they encounter in today’s fast-paced environment. We received high-quality submissions from diverse contributors, which illustrate the broad interest and relevance of this topic. After a rigorous and thorough peer review, we successfully published 31 insightful articles. Each article provides a valuable perspective, contributing not only to theoretical frameworks but also to practical applications across various industries. This comprehensive collection serves as an essential resource, enriching the knowledge base for both scholars and practitioners in MS.
View
... However, in crowdfunding literature, these two aspects are discussed interchangeably. Consequently, some studies of loyalty address crowdfunding loyalty (Behl et al., 2023;Efrat et al., 2023) while others address platform (i.e., brand) loyalty (Nawaz et al., 2023;Ryu and Suh, 2021). Due to this lack of differentiation, a comprehensive understanding of the term loyalty in the context of crowdfunding remains elusive. ...
... Studies addressing loyalty as a driver have explored its impact on timing and reward tier, on the influence of repeat backers on less experienced backers, and on campaign outcomes (Petit and Wirtz, 2022;Skirnevskiy et al., 2017;Xiao and Yue, 2018). Studies exploring loyalty as an outcome of crowdfunding have found that loyalty is associated with backers' engagement, intrinsic motivation, various well-being and behavioral antecedents, and promotion activity (Behl et al., 2023;Efrat et al., 2020aEfrat et al., , 2020bEfrat et al., 2023;Sabia et al., 2023). Loyalty is also influenced by backers' attachment to a specific campaign, entrepreneur, or platform (Ryu and Kim, 2016;Ryu and Suh, 2021). ...
View
... We captured the extent to which a crowdfunding campaign displays a sense of community embeddedness by counting the number of campaign supporters (backers) who were returnees on Kickstarter (i.e., returning backers) (Behl et al., 2023). Given the absence of external benchmarks for calibration, we use the 90th percentile in our sample (952 returning backers) as threshold for full membership, the median (69) as the crossover point, and the 10th percentile (8) as threshold for full non-membership in the set of "displayed community embeddedness." ...
Seeing the whole: Configurational cognition and new venture resource mobilization
Article
Full-text available
  • Aug 2024
Research Summary Research is scant on how multiple venture attributes combine as “whole packages” of signals (or cognitive configurations) in resource holders’ eyes, shaping a venture's ability to mobilize resources. Drawing on a qualitative comparative analysis of 1,395 crowdfunding campaigns, we identified different configurations of signals for high and low resource mobilization, theorizing abductively their underlying mechanisms through the analysis of case‐level qualitative data. Our results explain some past mixed findings, such as the contradictory effects of social value and entrepreneurial narratives, showing that these narratives can instead be successfully combined in the presence of signals of venture quality and community embeddedness. We show that there is no single best way to impress resource holders, but multiple recipes to holistically communicate a venture's value. Managerial Summary Analyzing Kickstarter crowdfunding campaigns, we examine how entrepreneurs combine four signals to raise money: 1) the venture's underlying quality; 2) social networks; 3) narratives; 4) embeddedness in the crowdfunding community. We identified four successful configurations of these signals (500% above the funding goal) and two failing configurations (4% of the funding goal). Narratives per se are not sufficient to mobilize resources, unless backed by signals of quality and community embeddedness. A simpler narrative is supported by cheaper quality signals (product images). More complex narratives (combining social value, entrepreneurial orientation, positive psychology) are supported by more costly signals (videos). Our results encourage entrepreneurs to look beyond “silver bullet” solutions and think holistically how to communicate their ventures as “whole packages”.
View
... melibatkan penggunaan elemen permainan untuk meningkatkan partisipasi pengguna dalam aktivitas non-permainan. Behl et al (2023), yang menjelaskan bahwa gamifikasi berbasis hadiah dapat secara positif mempengaruhi perilaku donasi berulang dengan memoderasi hubungan antara motivasi intrinsik dan tindakan donasi Ayobantu.com berdiri sejak tahun 2020 di Semarang dan menjadi salah satu platform donasi online terkemuka yang menawarkan berbagai metode pembayaran, termasuk mata uang kripto. ...
Komparasi Analisis Media Siber pada Platform Donasi Digital: Biruberbagi.id, Campaign.com, dan Ayobantu.com
Article
Full-text available
  • Jun 2024
Dalam era digital, media siber telah mengubah cara masyarakat berkontribusi terhadap isu-isu sosial. Penelitian ini membahas bagaimana tiga platform donasi online, yaitu Biruberbagi.id, Campaign.com, dan Ayobantu.com, berkontribusi dalam memperkuat budaya donasi di Indonesia. Tujuan penelitian ini adalah untuk membandingkan ketiga platform tersebut berdasarkan empat aspek utama: ruang media, dokumen media, objek media, dan pengalaman pengguna. Metode penelitian yang digunakan adalah analisis konten dan etnografi digital. Hasil penelitian menunjukkan bahwa Biruberbagi.id mengintegrasikan penjualan produk dengan donasi, Campaign.com menggunakan gamifikasi untuk mendorong partisipasi tanpa uang tunai, sementara Ayobantu.com menekankan transparansi dan fleksibilitas metode pembayaran. Implikasi penelitian ini menunjukkan bahwa ketiga platform ini memiliki pendekatan unik yang dapat dioptimalkan untuk meningkatkan partisipasi dan dampak sosial di Indonesia. Temuan ini memberikan wawasan strategis bagi pengembangan platform donasi online untuk memperkuat budaya donasi di masa mendatang.
View
... We chose not to perform parametric data-based tests as PLS-based SEM does not necessarily have a prerequisite condition. We used a bootstrap procedure to estimate parametric estimates' standard error and significance (Behl et al., 2023). We treated gameful experiences as a second-order construct. ...
View
... Autonomous actions are self-directed and consistently demonstrate a person's interest and willingness (Vansteenkiste et al., 2010). Studies found an autonomous person most likely becomes selfgoverning, which leads to intrinsic motivation without any external compulsion and eventually directs him to donate to causes (Behl et al., 2023). Selfgovernance can create self-identity and can be seen as an expression of a person's unique values and preferences. ...
Funding Dreams, Fueling Causes: Individuals' Behavioral Intentions Toward Donation-Based Crowdfunding
Article
Full-text available
  • Jan 2023
This study aims to analyze the factors impacting individuals' behavioral intention to participate in donation-based crowdfunding through the lens of self-determination theory. Using a deductive approach, a structured questionnaire was used to collect data from 297 respondents through the convenience sampling method. PLS-SEM was performed using a quantitative method, and findings showed that face concern, altruism, personal innovativeness, and internal locus of control significantly impacted an individual's self-identity, which in turn impacted their behavioral intention to participate in donation-based crowdfunding. This study contributes by adding to the body of the existing literature by highlighting the impact of self-identity, which catalyzes an individual's decision to participate in donation-based crowdfunding. The findings provide robust insights for fundraisers, marketers, and policymakers on understanding the key drivers of individuals' intention to participate in donation-based crowdfunding and how to adopt innovation to make crowdfunding platforms more reliable and accessible through policy reformations.
View
... The subtheme of mixed motives focuses on the interplay of different motivations, for example, extrinsic and intrinsic motives, self-orientation and other-orientation, or altruism and egoism. Scholars often applied theories from social psychology to derive conclusions about the drivers of individual crowdfunding decisions (e.g., Allison et al., 2013;Behl et al., 2023;Jang and Chu, 2022). ...
Sustainability-oriented crowdfunding: An integrative literature review
Article
Full-text available
  • Mar 2024
  • J CLEAN PROD
Crowdfunding has emerged as an attractive financing option for sustainable entrepreneurship, where entrepreneurs must overcome considerable investor uncertainty in light of mixed social, ecological, and economic goals. The rapid emergence of studies on sustainability-oriented crowdfunding yielded a wide variety of theoretical perspectives and an abundance of empirical evidence due to a high dispersion across different research fields. Drawing on a systematic review and qualitative analysis of 157 articles, we map the existing research and develop a new and integrative framework to (1) organize key theoretical research levels (i.e., individual, transactional, and institutional), (2) identify multilevel antecedents, crowdfunding process dimensions, and short-vs. long-term outcomes, and (3) offer new and promising future research avenues. Our findings indicate a high degree of theoretical convergence at the individual and transactional level related to short-term crowd-funding outcomes, while research is limited concerning the institutional level, long-term outcomes, and the context of different crowdfunding forms. By highlighting the existing and missing linkages between the three levels related to sustainability-oriented crowdfunding processes, we contribute to the literature and guide future research to explore fruitful avenues in the field. Practical implications are gleaned from our findings for crowdfunding platforms, their supporting institutions, and the sustainability-oriented entrepreneurs seeking financing.
View
... Even though teenagers dominate the donor population demographic, their retention rate is low (Foth et al., 2013). Therefore, aims to move the player's motives from seeking logical gain toward himself, leading to intrinsically motivated behavior (Behl et al., 2023). By combining the elements of pleasure, challenge, and achievement, gamification can leverage the individual's intrinsic motivation and make the blood donor experience more enjoyable and beneficial. ...
Optimizing the Blood Donation App with Gamification Using User-Centered Design
Article
Full-text available
  • Jan 2024
In today's digital era, motivating the younger generation to participate in routine voluntary blood donations is a significant challenge in the health sector. This research aimed to develop a gamified application called Gamified Blood Donation (G-BlooD), designed using the User Centered Design methodology. This application integrates gamification into the blood donation process, with features including donor location information, available blood stock data, and individual donation history. Using gamification elements such as challenges, ranking boards, and emblems enhanced user interactivity and motivation. Evaluation of G-BlooD demonstrated its effectiveness in achieving this goal; it scored 75 (Grade B) on the System Usability Scale (SUS), indicating good usability, while an average total index calculation from all responses on the Likert scale of 84.125% underscored its success in motivating younger generations towards regular blood donations. These results suggest combining digital technology with gamification can encourage recurring voluntary blood donation among younger generations. This research opens avenues for further exploration into leveraging digital technology to address other public health concerns.
View
View
View
Productivity of gig workers on crowdsourcing platforms through artificial intelligence and gamification: a multi-theoretical approach
Article
Full-text available
  • Oct 2021
Purpose Gig workers form the backbone of any crowdsourcing platform where they showcase their talent and choose a job of their choice and freedom. The study explores the role of information quality (IQ) and social-mediated dialogue (SMD) in evaluating gig worker engagement and productivity on crowdsourcing platforms. The authors also propose to understand how gig worker productivity could be improved under the moderating effect of game elements. Design/methodology/approach A conceptual model was developed and empirically tested by integrating media richness theory and dialogic public relation theory. Data were collected from gig workers that are involved in crowdsourcing activities for the past three years. An overall sample of 346 gig workers contributing to at least one of the crowdsourcing platforms was collected. The authors tested the hypotheses using Warp PLS 7.0. Warp PLS 7.0 uses partial least square (PLS) structured equation modeling (SEM) and has been used widely to test path analytical models. Findings Results reveal that the information quality plays an essential role in the SMD, thereby fostering gig workers' productivity and engagement, which could be improved in the presence of game elements due to their nature of supporting rewards. However, engagement in the platform leading to improved productivity was not supported. Practical implications The study lays practical foundations for crowdsourcing platforms as it sets the importance of both IQ and dialogic communication channels. The two-way communication between gig workers and the platforms via accurate, timely, valuable and reliable information forms the key to the task's success. The introduction of the right game element will help to achieve better engagement and productivity. Originality/value This study also offers a new dimension to media richness theory and dialogic public relation theory in crowdsourcing platforms. The results would help platform designers and gig employers understand gig workers' quality and performance in a platform economy. The study uniquely positions itself in the area of crowdsourcing platforms by using game elements.
View
What Contributes to a Crowdfunding Campaign's Success? Evidence and Analyses from GoFundMe Data
Article
Full-text available
  • Jun 2021
Researchers have attempted to measure the success of crowdfunding campaigns using a variety of determinants, such as the descriptions of the crowdfunding campaigns, the amount of funding goals, and crowdfunding project characteristics. Although many successful determinants have been reported in the literature, it remains unclear whether the cover photo and the text in the title and description could be combined in a fusion classifier to better predict the crowdfunding campaign's success. In this work, we focus on the performance of the crowdfunding campaigns on GoFundMe across a wide variety of funding categories. We analyze the attributes available at the launch of the campaign and identify attributes that are important for each category of the campaigns. Furthermore, we develop a fusion classifier based on the random forest that significantly improves the prediction result, thus suggesting effective ways to make a campaign successful.
View
The Influence of Signals on Donation Crowdfunding Campaign Success during COVID-19 Crisis
Article
Full-text available
In 2020, the coronavirus pandemic devasted public health agencies and the federal government across the world. Bridging the gap between underserved populations and the healthcare system, the donation-based crowdfunding campaign has opened a new way for suffering individuals and families to access broader social network platforms for financial and non-financial assistance. Despite the growing popularity of crowdfunding during the pandemic crisis, little research has explored the various signals that attract potential donors to donate. This study explores the effects of signaling theory on the success of a crowdfunding campaign for food relief launched in GoFundMe during which the United States was severely affected by the pandemic with a surged number of coronavirus infected cases from March 1st with 134 confirmed COVID-19 infected cases to July 29th with 4,295,308 infected cases according to World Health Organization. The following results show that the three different signal success measures are important to the success of crowdfunding campaigns: (1) signals originating from the campaign (Title, Description, Spelling Error, Location, and Picture); (2) signals originating from the fundraiser (Social Network, and Update); and (3) signals originating from the social interaction of the fundraiser with the crowd (Comment, Follower, and Share). These findings provide insight and bring additional knowledge contribution to the crowdfunding literature.
View
Online engagement: Implications of the ‘like’ button
Article
  • Jan 2020
The main purpose of the study is to explore the implications of online engagement from a behavioural engagement perspective within Facebook brand communities through a sense-of-community lens. Convenience sampling was used, and 381 questionnaires were collected through the use of an online consumer panel. The results of the structural equation modelling show that consumers experience a sense of belonging as an implication of online engagement and that it also holds financial and non-financial benefits for the firm. Unlike previous studies, which were either confined to a one-sided view of behaviour, or lacking a clear focus on the possible implications, or the benefits of online engagement, especially for firms, the current study investigated engagement from a behavioural perspective (including various engagement activities), as well as reflecting the affective component of engagement through a sense of belonging; and it included various implications for brands. Marketing practitioners/brands should realise that ‘Lurkers’ could be of more value to brands than their so-called ‘Superfans’. It is evident that Facebook brand communities have positive financial, as well as non-financial implications for brands. Consequently, Facebook brand communities can yield valuable information that could help create strategies to target different types of consumers more effectively. Although studies have been done on engagement in virtual communities, they lack a strong theoretical foundation. This paper contributes to engagement and virtual community research by underpinning the online engagement behaviour in Facebook brand communities with a sense of community theory. Keywords: Online engagement, Facebook brand communities, Facebook brand fan pages, Sense of belonging, online engagement activities, shopping intention, WOM, online social interaction propensity, sense of community theory
View
An empirical analysis of facilitators and barriers to the hybrid work model: a cross-cultural and multi-theoretical approach
Article
  • Sep 2022
  • PERS REV
Purpose This paper examines the influence of facilitators and barriers on employees’ preference to work in a hybrid model. The study uses the theoretical lens of stimulus-organism-response (SOR) and dual factor theory (DFT). It examines the influence of health consciousness (stimulus), facilitators (e.g. work flexibility, work–life balance and team building) (organism) and barriers (e.g. pandemic and travel stressor and role overload [organism] on employees’ preference to work in a hybrid model) (response). Further, it tests the moderating influence of organizational culture. Design/methodology/approach A questionnaire survey was conducted among employees in India, Sri Lanka and Germany, obtaining 281 usable questionnaires. Structural equation modeling (SEM) using Warp PLS 7.0 was used as the analytical technique to examine the model fit and test hypotheses. Findings The findings reveal that health consciousness is essential in enhancing facilitators and motivating employees to prefer a hybrid working model. The study’s findings also prove the positive influence of work flexibility, work–life balance and team building as facilitators. The results suggest that pandemic and travel stressors inhibit employees’ preference for working in a hybrid model. Research limitations/implications The study is based on a cross-sectional research design to generalise the findings. Future researchers can utilize longitudinal design to decipher the variation in response over time. The study has developed a model combining SOR with DFT; the authors suggest that future researchers use other theories in combination with SOR, like self-determination theory (SDT), to decipher the influence of intrinsic and extrinsic motivation of employees in the context of the hybrid working model. Practical implications This study identifies the need for open communication with the employees to overcome their concerns regarding the hybrid working model. The study also suggests that human resource (HR) managers need to prioritize the task that needs to be accomplished from the office versus working from home. The authors recommend various measures, like water cooler breaks and a buddy system, to motivate employees to work in a hybrid model. Originality/value This study is among the first studies focused on the hybrid working model. The current study adds to the limited literature on the facilitators and barriers of working in a hybrid work model.
View
Managing supply chains during COVID-19 outbreak: a case of Hong Kong toy manufacturing company
Article
  • Jul 2022
Purpose This study aims to identify key supply chain challenges and opportunities of the case of Hong Kong toy manufacturing company during the COVID-19 outbreak and develop a comprehensive structural relationship to rank them. Design/methodology/approach In this study, a toy model company in Hong Kong is considered to discuss about what challenges and opportunities have the biggest impacts on non-necessary goods companies and how to deal with different impacts on entire supply chain flow disruption during COVID-19. A semi-structured interview with five decision-makers from the company was made to give key challenges and opportunities scores. The Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) technique is used to establish the model and rank them afterward to overcome the challenges. Findings From the data analysis and results, “salary of employee” and “inconvenient transportation” have emerged as top and bottom key challenges respectively. The sequence of organized challenges in the list needs to mitigate one by one in this order to improve the supply chain performance. The “client's orders’ frequency, customer management” and “supplier/partner relationship management” are identified as the top and bottom respectively to develop the opportunities. Research limitations/implications These key challenges and opportunities are identified as contributing attributes and provide the way to measure to improve production, profits and sustainable growth of the toy manufacturing company during a pandemic. Moreover, it helps to improve the distribution level and good planning with appropriate decision making to manage the supply chain performance considering humanitarian aspects during a pandemic outbreak. Originality/value The novelty of this study is to identify the key supply chain challenges and opportunities measured by the TOPSIS method to rank them and consider the case of a Hong Kong toy manufacturing company as a case-based approach to measuring its performance during the COVID-19 outbreak.
View
The art of gamifying digital gig workers: a theoretical assessment of evaluating engagement and motivation
Article
  • Jun 2022
The COVID-19 global pandemic has transformed work and employment patterns within organizations. Two key emerging trends visible at the organization level are as follows. First, employees being asked to leave (which has mostly been seen within the aviation, hospitality, and travel industries) and second, employees asking to work part-time or on a contractual basis (e.g. within the education and healthcare sectors). This so-called ‘new normal’ has also given rise to an unprecedented increase and diffusion of digital workforces being engaged either full or part time within organizations. Thus, through our study, we aimed to contribute from a theoretical standpoint by exploring this phenomenon through the lenses of swift trust theory (STT) and psychological contract theory (PCT). Our goal was to understand how firms use gamification to engage their digital gig workforce. We collected our data from organizations that used some form of gamification in the process of engaging their employees and extended our inquiry to understand whether they did the same in engaging their gig workforces. We restricted our data to only those firms that had engaged white-collar gig workers. Overall, our study contributes to the literature by extending the theoretical debate pertaining to the use of STT and PCT theory to understand the phenomenon of digital gig workforce engagement and productivity.
View
Self-determination theory and individuals’ intention to participate in donation crowdfunding
Article
  • Sep 2021
  • Int J Islam Middle E Finance Manag
Purpose This study aims to examine the factors that affect individuals’ intention of participating in donation crowdfunding in the context of Oman. Design/methodology/approach This study used the self-determination theory. A total of 250 respondents from Oman participated. The data is collected by online survey and analyses by using the partial least squares technique. Findings The results illustrate that sense of self-worth, perceived donor effectiveness and moral obligation positively affect donation intention (DI) towards crowdfunding projects. Furthermore, subjective norms and perceived behavioural control positively impact individuals’ intention to contribute to donation crowdfunding. Originality/value The results contribute to the literature on donation crowdfunding by identifying the driving forces of individuals’ DI to crowdfunding projects in Oman.
View
Positive ripple effects of corporate leaders’ CSR donations amid COVID-19 on corporate and country reputations: Multi-level reputational benefits of CSR focusing on Bill Gates and Jack Ma
Article
  • Nov 2021
  • PUBLIC RELAT REV
Through cross-national surveys in the United States and China, this study investigates the positive ripple effects of corporate leaders’ CSR donations amid COVID-19 on multi-level reputations of corporate leaders, companies, and countries. The study finds that public knowledge of celebrity corporate leaders’ CSR donations can enhance the reputation of the origin country. The enhancement occurs through the improvement of their own personal reputations and affiliated corporate reputations across the two countries. In this ripple-effect mechanism, the role of perceived CSR motives can be changed by the level of publics’ CSR knowledge. As people know more about corporate leaders’ donation activities, the positive impact of altruistic motives increases and the negative impact of self-serving motives decreases. The study also finds that consumer willingness to accept self-serving CSR motives differs by the institutional development of the countries. American participants are more willing than their Chinese counterparts to accept self-serving motives.
View
How a doer persuade a donor? Investigating the moderating effects of behavioral biases in donor acceptance of donation crowdfunding
Article
  • May 2021
Purpose The concept of donation crowdfunding has been drawing enormous attention as it connects donors worldwide in a shorter time at a relatively lower cost. This paper aims to integrate two unified theories, namely, behavioral finance and unified theory of acceptance and use of technology model, to investigate on the motivators and deterrents that influence prospective donors to adopt and use donation crowdfunding. The study also substantiates the significance of donors’ behavioral biases through the moderating effect in the crowdfunding adoption process. Design/methodology/approach The study used survey method for data collection and the data set was obtained from the sample of respondents belonging to India and Bangladesh. The proposed structural equation modeling is tested using SPSS 23.0 and AMOS 23.0. Findings The study reveals that performance expectancy, effort expectancy, facilitating conditions and trust significantly enhance the intention to adopt donation crowdfunding. Also, biases including overconfidence bias, herding bias and regret aversion bias are found to have significant moderating effects on the relationship between the behavioral intention to adopt donation crowdfunding and use behavior. Practical implications By investigating motivators and deterrents of the adoption of donation crowdfunding, the study renders lucrative insights for the donation crowdfunders in devising a donation fundraising campaign that motivates the prospective donors to provide financial contribution. Originality/value The study establishes its novelty in explaining the adoption behavior of donation crowdfunding with behavioral bias moderators as a theoretical paradigm. Furthermore, the unified theory of acceptance and use of technology model is extended by introducing, the variable “trust,” while studying the adoption behavior of donation crowdfunding.
View