Charity advertising: a literature of review and research agenda
The authors present an overview of the academic literature on charity advertising. Through systematically reviewing 63 empirical studies on charity advertising, a synthesis of the body of work is framed in a general model. Predominant antecedents in the charity advertising literature include various appeal tactics and victim portrayals. Research streams on moderators and mediators include various ad characteristics and audience characteristics. The audience’s intentions to donate was the most used outcome variable. Recommendations for continuing theoretical advancement in the field are presented. Managerial implications are also presented. This literature review contributes a knowledge base to guide future charity advertising research.
Accepted author manuscript. Embargo in effect until August 24, 2023
Charity advertising , Communications , Donations , Literature review
Wymer, W., & Gross, H. (2021). Charity advertising: A literature review and research agenda. Journal of Philanthropy and Marketing. Retrieved from https://hdl.handle.net/10133/6025