Multiple Peer Effects in Charitable Donations.
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| 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] |
| Copyright of AMA Winter Academic Conference Proceedings is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Education Research Complete |
| FullText | Links: – Type: pdflink Text: Availability: 0 |
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| Header | DbId: ehh DbLabel: Education Research Complete An: 169717067 AccessLevel: 6 PubType: Conference PubTypeId: conference PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: Multiple Peer Effects in Charitable Donations. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Gill%2C+Manpreet%22">Gill, Manpreet</searchLink><relatesTo>1</relatesTo><i> manpreet.gill@moore.sc.edu</i><br /><searchLink fieldCode="AR" term="%22Grewal%2C+Rajdeep%22">Grewal, Rajdeep</searchLink><relatesTo>2</relatesTo><i> grewalr@unc.edu</i><br /><searchLink fieldCode="AR" term="%22Andrew+Petersen%2C+J%2E%22">Andrew Petersen, J.</searchLink><relatesTo>3</relatesTo><i> jap57@psu.edu</i> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22AMA+Winter+Academic+Conference+Proceedings%22">AMA Winter Academic Conference Proceedings</searchLink>. 2022, Vol. 33, p14-17. 4p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Alumni+associations%22">Alumni associations</searchLink><br /><searchLink fieldCode="DE" term="%22Social+interaction%22">Social interaction</searchLink><br /><searchLink fieldCode="DE" term="%22Charitable+giving%22">Charitable giving</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing+strategy%22">Marketing strategy</searchLink><br /><searchLink fieldCode="DE" term="%22Fundraisers+%28Persons%29%22">Fundraisers (Persons)</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: 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] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of AMA Winter Academic Conference Proceedings is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 4 StartPage: 14 Subjects: – SubjectFull: Alumni associations Type: general – SubjectFull: Social interaction Type: general – SubjectFull: Charitable giving Type: general – SubjectFull: Marketing strategy Type: general – SubjectFull: Fundraisers (Persons) Type: general Titles: – TitleFull: Multiple Peer Effects in Charitable Donations. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Gill, Manpreet – PersonEntity: Name: NameFull: Grewal, Rajdeep – PersonEntity: Name: NameFull: Andrew Petersen, J. IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 01 Text: 2022 Type: published Y: 2022 Identifiers: – Type: issn-print Value: 10540806 Numbering: – Type: volume Value: 33 Titles: – TitleFull: AMA Winter Academic Conference Proceedings Type: main |
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