Article detail · 2022
Charity Social Media Marketing and Its Influence on Charity Brand Image, Brand Trust, and Donation Intention
Journal
VOLUNTAS: International Journal of Voluntary and Nonprofit OrganizationsISSN 0957-8765
The ISSN points to another catalog journal; the name is from the YÖKSİS record.
- Year
- 2022
- Type
- article
Data source split
- YÖKSİS YÖKSİS article record
- YÖKSİS venue VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations
- Catalog match (ISSN) Voluntas
- OpenAlex OpenAlex enrichment (abstract, citations, topics)
Abstract
OpenAlex · English
Abstract This 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.
Topics
Citations
OpenAlex cited_by_count. Not a WoS or Scopus citation count; those sources have no separate column here.
66 citations
OpenAlex cited_by_count (cache / database)
9 publications in the local catalog that cite this work (OpenAlex reference match; not the full global list).
- The role of social media marketing activities in converting existing students into university advocates 2025
- Attracting Volunteers Through Social Media Marketing in Environmental Organizations 2026
- Attracting Volunteers Through Social Media Marketing in Environmental Organizations 2025
- Expectancy violations after moral transgressions: Exploring the role of moral disengagement on online vindictive word of mouth 2024
- Expectancy violations after moral transgressions: Exploring the role of moral disengagement on online vindictive word of mouth 2024
- Expectancy violations after moral transgressions: Exploring the role of moral disengagement on online vindictive word of mouth 2024
- THE IMPACT of ESG on BRAND TRUST, BRAND LOYALTY, and BRAND IMAGE in THE CONTEXT OF SUSTAINABILITY 2026
- The Effect of Brand Heritage on Intention to Donate in Non-Profit Organizations: An Evaluation within the Context of Temporal Focus and Brand Trust 2025
- The Nexus of Scarcity and Donation: Exploring the Interplay of Construal of Resources, Well-Being, Trust, and Efficacy in Nonprofit Fundraising 2025