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Content is king but context is queen: how involvement facilittes the impact of website

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  • Saad A. Alhoqail

    (Alfaisal University, College of Business)

  • Kristopher Floyd

    (Chapman University, College of Business)

Abstract

Utilizing websites as a means of communication is becoming more prevalent. This is especially true for nonprofit organizations, as websites have become an integral tool in communicating with donors (Nonprofit Marketing Guide 2012). Because websites are an important marketing tool for nonprofit organizations, understanding how website characteristics influence donation becomes paramount. The current research suggests that for high-involvement donors, the structure, entertainment, etc. have the most influence on donation. Conversely, for low-involvement donors, content is king.

Suggested Citation

  • Saad A. Alhoqail & Kristopher Floyd, 2020. "Content is king but context is queen: how involvement facilittes the impact of website," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 375-389, September.
    • Handle: RePEc:spr:irpnmk:v:17:y:2020:i:3:d:10.1007_s12208-020-00252-5
    DOI: 10.1007/s12208-020-00252-5
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    References listed on IDEAS

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    1. Bataoui, Soffien & Boch, Emmanuelle, 2023. "The role of socially rich photos in generating favorable donation behavior on charity websites," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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