What Do The 'Crowds' Say About Donation Distribution by Malaysian-based Charitable Crowdfunding?
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Purpose: The present study demonstrates the netnography technique to explore and understand crowds’ perceptions on the donation distribution by charitable crowdfunding platform official social media, Facebook. Research design, data and methodology: This paper conducts a netnography design to examine the perceptions of online communities on four prominent charitable crowdfunding platforms' Facebook. A total of 93 comments are studied by collecting and analyzing their comments thematically. Results: This study illustrates two main themes which are ‘Recommended Review’ and ‘Non-Recommended Review’. ‘Recommended Review’ can be explained into six sub-themes which are ‘Role of Religion’, ‘Encouragement to Donate’, ‘Platform Reliability’, ‘Volunteering Value’, ‘Platform Support’, and ‘Donation Convenience’. While ‘Non-Recommended Review’ reveals that ‘Rejected Donation Amounts’, ‘Rejection of Advertisements’, and ‘Review by Authorities’. Conclusion: Online community comments play an important role in providing input to the experience of donating through charitable crowdfunding. The crowdfunding platform can make a benchmark for the services offered. The comments are needed to be given attention by maintaining the interaction between the platform and donors to recruit new donors and maintain existing donors. This study provides better understanding on online community perception towards charitable crowdfunding platforms. This study also contributes the discussion on charitable crowdfunding and online marketing literatures.
Abstract
Purpose: The present study demonstrates the netnography technique to explore and understand crowds’ perceptions on the donation distribution by charitable crowdfunding platform official social media, Facebook. Research design, data and methodology: This paper conducts a netnography design to examine the perceptions of online communities on four prominent charitable crowdfunding platforms' Facebook. A total of 93 comments are studied by collecting and analyzing their comments thematically. Results: This study illustrates two main themes which are ‘Recommended Review’ and ‘Non-Recommended Review’. ‘Recommended Review’ can be explained into six sub-themes which are ‘Role of Religion’, ‘Encouragement to Donate’, ‘Platform Reliability’, ‘Volunteering Value’, ‘Platform Support’, and ‘Donation Convenience’. While ‘Non-Recommended Review’ reveals that ‘Rejected Donation Amounts’, ‘Rejection of Advertisements’, and ‘Review by Authorities’. Conclusion: Online community comments play an important role in providing input to the experience of donating through charitable crowdfunding. The crowdfunding platform can make a benchmark for the services offered. The comments are needed to be given attention by maintaining the interaction between the platform and donors to recruit new donors and maintain existing donors. This study provides better understanding on online community perception towards charitable crowdfunding platforms. This study also contributes the discussion on charitable crowdfunding and online marketing literatures.
참고문헌 (66)
- Abuhashesh, M. Y., "The effect of culture on customers’ attitudes toward Facebook advertising : The moderating role of gender", Review of International Business and Strategy, 31(2), pp.416~437 (2021)[DOI]
- Ashman, R., "Netnography and design thinking : Development and illustration in the vegan food industry", European Journal of Marketing, 55(9), pp.2491~2514 (2021)[DOI]
- Ozan Atsız, "Exploring the components of meal-sharing experiences with local foods: a netnography approach", Current Issues in Tourism, 25(6), pp.919~936 (2021), Informa UK Limited[DOI]
- Zhichao Ba, "Exploring the donation allocation of online charitable crowdfunding based on topical and spatial analysis: Evidence from the Tencent GongYi", Information Processing & Management, 57(6), pp.102322~ (2020), Elsevier BV[DOI]
- Feride Eskin Bacaksiz, "“From my Facebook profile”: What do nursing students share on Timeline, Photos, Friends, and About sections?", Nurse Education Today, 86, pp.104326~ (2020), Elsevier BV[DOI]
- Barreto, A. M., "The impact of involvement on engagement with brand posts", Journal of Research in Interactive Marketing, 13(3), pp.277~301 (2019)[DOI]
- Behl, A., "Enabling artificial intelligence on a donation-based crowdfunding platform: A theoretical approach", Annals of Operations Research, 297(1), pp.1~29 (2021)[DOI]
- Behl, A., "Examining the role of dialogic communication and trust in donation-based crowdfunding tasks using information quality perspective", TQM Journal (2020)[DOI]
- Boerman, S. C., ""This post is sponsored" : Effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook", Journal of Interactive Marketing, 38(1), pp.82~92 (2017)[DOI]
- Bukhari, F. A. S., "The effects of creator credibility and backer endorsement in donation crowdfunding campaigns success", Baltic Journal of Management, 15(2), pp.215~235 (2019)[DOI]
- Cason, T. N., "Donation-based crowdfunding with refund bonuses", European Economic Review, 119(1), pp.452~471 (2019)[DOI]
- Chawla, Y., "Social media marketing for businesses : Organic promotions of web-links on Facebook", Journal of Business Research, 135(1), pp.49~65 (2021)[DOI]
- Del Vecchio, P., "Detecting customers knowledge from social media big data : Toward an integrated methodological framework based on netnography and business analytics", Journal of Knowledge Management, 24(4), pp.799~821 (2020)[DOI]
- Les Dolega, "Going digital? The impact of social media marketing on retail website traffic, orders and sales", Journal of Retailing and Consumer Services, 60, pp.102501~ (2021), Elsevier BV[DOI]
- Eaton, P. W., "Networked practices in higher education : A netnography of the #AcAdv chat community", Internet and Higher Education, 45, pp.100723~ (2020)[DOI]
- Fink, M., "Effective entrepreneurial marketing on Facebook – A longitudinal study", Journal of Business Research, 113, pp.149~157 (2020)[DOI]
- Finkelstein, S., "The inclusive practices of classroom teachers : A scoping review and thematic analysis", International Journal of Inclusive Education, 25(6), pp.735~762 (2021)[DOI]
- Gholamhosseinzadeh, M. S., "Tourism netnography : How travel bloggers influence destination image", Tourism Recreation Research, pp.1~17 (2021)[DOI]
- Haji, R., "User settings for advertising optimization on Facebook : Active customer participation or settings blindness", Telematics and Informatics, 59, pp.1~11 (2021)[DOI]
- Heinonen, K., "Netnography as a tool for understanding customers : Implications for service research and practice", Journal of Services Marketing, 32(6), pp.657~679 (2018)[DOI]
- Hinson, R., "Antecedents and consequences of customer engagement on Facebook : An attachment theory perspective", Journal of Research in Interactive Marketing, 13(2), pp.204~226 (2019)[DOI]
- Hopkins, B., "Recruitment and retention in not-for-profit organisations : Tailored strategies for younger and older volunteers", Employee Relations, 44(1), pp.259~273 (2022)[DOI]
- Hu, K. C., "Click"Like"on Facebook : The effect of customer-to-customer interaction on customer voluntary performance for social networking sites", International Journal of Human-Computer Interaction, 33(2), pp.135~142 (2017)[DOI]
- Jin, S. V., "“Celebrity 2.0 and beyond!” Effects of Facebook profile sources on social networking advertising", Computers in Human Behavior, 79(1), pp.154~168 (2018)[DOI]
- Kamaruddin, M. H., "Islamic crowdfunding platform as an alternative book fundraising in Malaysia", International Journal of Islamic Economics and Finance Research, 3(2), pp.11~25 (2020)[DOI]
- Kasri, R. A., "Empathy or perceived credibility? An empirical study of Muslim donating behaviour through online charitable crowdfunding in Indonesia", International Journal of Islamic and Middle Eastern Finance and Management, 15(5), pp.829~846 (2021)[DOI]
- Kawaf, F., "Online fashion shopping paradox : The role of customer reviews and facebook marketing", Journal of Retailing and Consumer Services, 48, pp.144~153 (2019)[DOI]
- Khurana, I., "Legitimacy and reciprocal altruism in donation-based crowdfunding : Evidence form India", Journal of Risk and Financial Management, 14(5), pp.1~1516 (2021)[DOI]
- Kim, T., "How do brands’ facebook posts induce consumers’ e-word-of-mouth behavior? : Informational versus emotional message strategy : A computational analysis", Journal of Advertising Research, 59(4), pp.402~413 (2019)[DOI]
- Klassen, K. M., "What people "like" : Analysis of social media strategies used by food industry brands, lifestyle brands, and health promotion organizations on Facebook and Instagram", Journal of Medical Internet Research, 20(6), pp.1~9 (2018)[DOI]
- Kozinets, R. V., "The field behind the screen : Using netnography for marketing research in online communities", Journal of Marketing Research, 39(1), pp.61~72 (2002)[DOI]
- Kozinets, R. V., "The SAGE Handbook of Qualitative Data Analysis", pp.262~276 (2014), Sage
- Liu, L., "Empathy or perceived credibility? An empirical study on individual donation behavior in charitable crowdfunding", Internet Research, 28(3), pp.623~651 (2018)[DOI]
- Lizzo, R., "The Hogwarts Running Club and Sense of Community : A netnography of a virtual community", Leisure Sciences, 44(7), pp.959~976 (2020)[DOI]
- Mehta, M., "Community engagement through responsible leadership in managing pandemic : Insight from India using netnography", International Journal of Sociology and Social Policy, 42(3, pp.4) (2020), 248~261
- Mohd Thas Thaker, M. A., "Factors influencing the adoption of the crowdfunding-waqf model(CWM)in the waqf land development", Journal of Islamic Marketing, 9(3), pp.578~597 (2018)[DOI]
- Nuseir, M. T., "Marketing communication in the digital age : Exploring the cultural historical activity theory in examining Facebook’s advertising platform", International Journal of Electronic Customer Relationship Management, 12(2), pp.97~107 (2019)[DOI]
- Ohta, R., "Challenges and solutions in the continuity of home care for rural older people : A thematic analysis", Home Health Care Services Quarterly, 39(2), pp.126~139 (2020)[DOI]
- Paschen, J., "Choose wisely : Crowdfunding through the stages of the startup life cycle", Business Horizons, 60(2), pp.179~188 (2017)[DOI]
- Peruta, A., "Marketing your university on social media : A content analysis of Facebook post types and formats", Journal of Marketing for Higher Education, 28(2), pp.175~191 (2018)[DOI]
- Pongpaew, W., "Social presence and customer brand engagement on Facebook brand pages", Journal of Product and Brand Management, 26(3), pp.262~281 (2017)[DOI]
- Rahim, A. I., "Facebook reviews as a supplemental tool for hospital patient satisfaction and its relationship with hospital accreditation in Malaysia", International Journal of Environmental Research and Public Health, 18(14), pp.1~16 (2021)[DOI]
- Reddick, C. G., "The effect of individuals’ organization affiliation on their internet donations", Nonprofit and Voluntary Sector Quarterly, 42(6), pp.1197~1223 (2013)[DOI]
- Rijanto, A., "Donation-based crowdfunding as corporate social responsibility activities and financing", Journal of General Management, 43(2), pp.79~88 (2018)[DOI]
- Roberson, Q., "Inclusive leadership in thought and action : A thematic analysis", Group and Organization Management, 47(4), pp.755~778 (2021)[DOI]
- Salido-Andres, N., "Mapping the field of donationbased crowdfunding for charitable causes : Systematic review and conceptual framework", VOLUNTAS : International Journal of Voluntary and Nonprofit Organizations, 32(2), pp.288~302 (2020)
- Salleh, A., "Exploring Facebook review attributes triggering diners’restaurant choice", ASA University Review, 12(1), pp.29~43 (2018)
- Sandlin, J. A., "Netnography as a consumer education research tool", International Journal of Consumer Studies, 31(3), pp.288~294 (2007)[DOI]
- Sasaki, S., "Majority size and conformity behavior in charitable giving : Field evidence from a donation-based crowdfunding platform in Japan", Journal of Economic Psychology, 70, pp.36~51 (2019)[DOI]
- Shawky, S., "Using social media to create engagement : A social marketing review", Journal of Social Marketing, 9(2), pp.204~224 (2019)[DOI]
- Sitta, D., "What can the brand manager expect from Facebook", Australasian Marketing Journal, 26(1), pp.17~22 (2018)[DOI]
- Suparno, C., "Online purchase intention of halal cosmetics : S-O-R framework application", Journal of Islamic Marketing, 12(9), pp.1665~1681 (2020)[DOI]
- Touni, R., "Antedecedents and an outcome of customer engagement with hotel brand community on Facebook", Journal of Hospitality and Tourism Research, 44(2), pp.278~299 (2020)[DOI]
- Van den Broeck, E., "An experimental study on the effect of ad placement, product involvement and motives on Facebook ad avoidance", Telematics and Informatics, 35(2), pp.470~479 (2018)[DOI]
- Waller, D. S., "An analysis of negative reviews in top art museums’ Facebook sites", Museum Management and Curatorship, 34(3), pp.323~338 (2019)[DOI]
- Wang, P., "What do people “like”on Facebook? Content marketing strategies used by retail bank brands in Australia and Singapore", Australasian Marketing Journal, 29(2) (2021)
- Wang, Z., "Understanding backers’ funding intention in reward crowdfunding : An elaboration likelihood perspective", Technology in Society, 58, pp.101149~ (2019)[DOI]
- Wiese, M., "A framework for Facebook advertising effectiveness : A behavioral perspective", Journal of Business Research, 109, pp.76~87 (2020)[DOI]
- Wilson, G. L., "An investigation of factors encouraging and deterring EC use : A thematic analysis of accounts from UK adults", Psychology and Health, 36(1), pp.1379~1395 (2021)[DOI]
- Xharavina, N., "Netnography as a marketing research tool in the fashion industry in Southeast Europe", International Journal of Market Research, 62(4), pp.499~515 (2020)[DOI]
- Xiao, S., "The role you play, the life you have : Donor retention in online charitable crowdfunding platform", Decision Support Systems, 140, pp.113427~ (2021)[DOI]
- Yang, M., "Understanding usergenerated content and customer engagement on Facebook business pages", Information Systems Research, 30(3), pp.839~855 (2019)[DOI]
- Yeh, T. L., "Investigating the funding success factors affecting reward-based crowdfunding projects", Innovation : Organization and Management, 21(3), pp.466~486 (2019)[DOI]
- Zhang, Y., "Why do people patronize donation-based crowdfunding platforms? An activity perspective of critical success factors", Computers in Human Behavior, 112, pp.106470~ (2020)[DOI]
- Zhao, D., "What is discussed about eldercare? : A netnography study on a Chinese online community for older adults", Electronic Library, 38(2), pp.239~255 (2020)[DOI]
- Zhou, T., "Examining users’ knowledge sharing behaviour in online health communities", Data Technologies and Applications, 53(4), pp.442~455 (2019)[DOI]
