Abstract
With growing competition between charities, it is imperative to understand ways of influencing donation behaviour among potential donors. Current literature focuses on aspects of brand personality and human personality traits to aid organizations in connecting and forming meaningful relationships with their donors . This research investigates whether introducing social robots to promote marketing or collect donations can enhance donation behaviour. Specifically, it explores the congruency between robot personality and charity, and its influence on donation intentions.
| Original language | English |
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| Title of host publication | Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing Resilience and Power for Public Value – Igniting Marketing’s Social Spirit, Cardiff University, Wales 1-4 July 2024 |
| Publisher | Academy of Marketing |
| Number of pages | 2 |
| ISBN (Print) | 9781399990608 |
| Publication status | Published - 2024 |
| Event | Academy of Marketing. Conference - Duration: 1 Jan 2024 → … |
Conference
| Conference | Academy of Marketing. Conference |
|---|---|
| Period | 1/01/24 → … |