Title: A comparative impact of cause-related marketing and sponsorship leveraged internet display advertising

Authors: Wilson Ndasi; Elvira Bolat; Gelareh Roushan

Addresses: Oxford Brookes University, Headington Campus, Oxford, OX3 0BP, UK ' Bournemouth University, Talbot Campus, Fern Barrow, Poole, BH12 5BB, UK ' Bournemouth University, Talbot Campus, Fern Barrow, Poole, BH12 5BB, UK

Abstract: Advances in internet technology and e-commerce activities have facilitated the widespread use of internet cause-related marketing (CRM) and sponsorship advertisement frames. Typically, firms communicate with target audiences by offering a precise (PDA) or imprecise (IDA) donation amount to a charity or social cause. This study compares the effectiveness of precise (PDA) with imprecise donation amount (IDA) display advertisement frames, in terms of attitude and purchase intention, from a fundraising perspective. Using a web-based experimental survey design involving a national representative sample, the results of the ANCOVA analysis revealed no significant difference in attitudes between PDA and IPA ads. However, the PDA ad indicated higher purchase intention than the IDA ad frame, regardless of whether the perceived donation amounts were low or high. The study contributes to the understanding of the practical application of cause-related and sponsorship display ads.

Keywords: internet advertising; online cause-related marketing; CRM; online sponsorship; display ad; donation amount; online charity fundraising.

DOI: 10.1504/IJIMA.2022.120970

International Journal of Internet Marketing and Advertising, 2022 Vol.16 No.1/2, pp.1 - 18

Received: 18 Feb 2020
Accepted: 16 Jul 2020
Published online: 21 Feb 2022 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article