Multiple Peer Effects in Charitable Donations.

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Bibliographic Details
Title:	Multiple Peer Effects in Charitable Donations.
Authors:	Gill, Manpreet¹ manpreet.gill@moore.sc.edu, Grewal, Rajdeep² grewalr@unc.edu, Andrew Petersen, J.³ jap57@psu.edu
Source:	AMA Winter Academic Conference Proceedings. 2022, Vol. 33, p14-17. 4p.
Subject Terms:	*Alumni associations, Social interaction, Charitable giving, Marketing strategy, Fundraisers (Persons)
Abstract:	Social interactions facilitate information flows and enable individuals to influence each other, and therefore manifest as peer effects. Understanding the drivers of social interactions represents an opportunity for firms to amplify returns on marketing efforts. In this study, the authors conceptualize multiple sources of peer effects in Charitable giving and utilize data on university alumni donations that include the amounts alumni donors donate to the university, the marketing that they received from the university, and their time-variant and -invariant characteristics. After accounting for various confounds, the results show substantial multiple peer effects among alumni donors. This research contributes to literature on marketing efforts, social interactions, and alumni donations by documenting the sources of peer effects and suggests that fundraisers should incorporate multiple peer effects into their marketing effort decisions. [ABSTRACT FROM AUTHOR]
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Database:	Education Research Complete

Description
Abstract:	Social interactions facilitate information flows and enable individuals to influence each other, and therefore manifest as peer effects. Understanding the drivers of social interactions represents an opportunity for firms to amplify returns on marketing efforts. In this study, the authors conceptualize multiple sources of peer effects in Charitable giving and utilize data on university alumni donations that include the amounts alumni donors donate to the university, the marketing that they received from the university, and their time-variant and -invariant characteristics. After accounting for various confounds, the results show substantial multiple peer effects among alumni donors. This research contributes to literature on marketing efforts, social interactions, and alumni donations by documenting the sources of peer effects and suggests that fundraisers should incorporate multiple peer effects into their marketing effort decisions. [ABSTRACT FROM AUTHOR]
ISSN:	10540806