 Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral successWen, Xiaohan (Hannah), Shinhye Kim and Melanie Bowen Journal of Business Research, 2023, vol. 156, issue C Abstract: With the rise of social media, companies are engaging in a new type of cause-related marketing classified as “You Share, We Donate” (YSWD) campaigns. YSWD campaigns encourage consumers to share the company’s campaign message, with the promise that the company will donate to a designated cause, and the total donation amount is linked to the number of “shares” the message gets. Thus, the success of these campaigns depends on the campaign's virality. In order to understand what organizations need to do to set up successful YSWD campaigns, we investigate the linkage between donation cap (non-)specification—an important design element—and YSWD campaign success. The results of the analyses of 574 real-world YSWD campaigns and four experiments show that donation cap non-specification encourages consumers to share the campaign message more than when a donation cap is specified. However, this effect diminishes if a company is perceived as highly credible. Keywords: Cause-related marketing; Viral marketing; Social media; Uncertainty; Affective arousal; Source credibility (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:156:y:2023:i:c:s0148296322009754 DOI: 10.1016/j.jbusres.2022.113510 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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