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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Tanase Ionuț & Barbu Lucia Nicoleta & Rusu Georgiana & Prelipcean Mihai, 2024. "The Role of Genuine Human Faces and Social Presence in Charitable Websites," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 18(1), pages 1090-1102.
    • Handle: RePEc:vrs:poicbe:v:18:y:2024:i:1:p:1090-1102:n:1017
    DOI: 10.2478/picbe-2024-0094
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    References listed on IDEAS

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    1. Jennifer J. Argo & Darren W. Dahl & Rajesh V. Manchanda, 2005. "The Influence of a Mere Social Presence in a Retail Context," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 207-212, September.
    2. Kirk Kristofferson & Michelle E. Daniels & Andrea C. Morales, 2022. "Using virtual reality to increase charitable donations," Marketing Letters, Springer, vol. 33(1), pages 75-87, March.
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