The Effectiveness of Crowdfunding Promotions on Social Media in Affecting Donation Intention: An Exploratory Survey on Millennials

The Effectiveness of Crowdfunding Promotions on Social Media in Affecting Donation Intention: An Exploratory Survey on Millennials

Social media has become an effective marketing tool, including donation-based crowdfunding platforms, to reach potential donors. The research aimed to analyze the effectiveness of social media promotion in affecting the online donation intention of millennial generations. With the S-O-R theory, the...

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Bibliographic Details
Main Authors: Gladys Greselda Gosal, Irantha Hendrika Kenang, Laura Mahendratta Tjahjono
Format: Article
Language:English
Published: Bina Nusantara University 2022-10-01
Series:Binus Business Review
Subjects:
crowdfunding
social media
donation intention
millennials
Online Access:https://journal.binus.ac.id/index.php/BBR/article/view/8468

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