The Role of Genuine Human Faces and Social Presence in Charitable Websites

Tanase Ionuț (), Barbu Lucia Nicoleta (), Rusu Georgiana () and Prelipcean Mihai ()
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Tanase Ionuț: Bucharest University of Economic Studies, Bucharest, Romania
Barbu Lucia Nicoleta: Bucharest University of Economic Studies, Bucharest, Romania
Rusu Georgiana: Bucharest University of Economic Studies, Bucharest, Romania
Prelipcean Mihai: Bucharest University of Economic Studies, Bucharest, Romania

Proceedings of the International Conference on Business Excellence, 2024, vol. 18, issue 1, 1090-1102

Abstract: In the digital age, charitable organizations increasingly rely on websites as crucial platforms for fundraising, outreach, and communication. Integrating human traits to digital interfaces as a mean to improve the user’s attitude and experience is a well-researched topic with various case studies. This study investigates the impact of images featuring genuine human faces and perceived social scenarios on user engagement metrics within the context of charitable websites, focusing on trust perception, social media sharing behavior, and donation willingness. A controlled A/B/C test was conducted, presenting participants with three versions of a charitable website: one displaying a stack of books (Version A), another showcasing a stock image of children in school (Version B), and the third featuring a genuine photo of Romanian children engaged in learning activities (Version C). Data was collected from 150 respondents (50 for each version), and quantitative analysis was performed to evaluate the effectiveness of each background image in influencing user behavior. Results shown that authentic photographs evoke more trust and willingness to donate to a cause among Romanian respondents. The conclusions of this paper can be used to further improve the results of online crowdfunding efforts of charitable organizations.

Keywords: using human faces in websites; perceived social presence in websites; trust in charitable websites; online emotional connection; charitable websites engagement (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:18:y:2024:i:1:p:1090-1102:n:1017

DOI: 10.2478/picbe-2024-0094

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