Motivating millennials to engage in charitable causes through social media

Journal of Service Management

Volumn 25, Issue 3, 2014, Pages 334-348

  Paulin, Michele ^a   Ferguson, Ronald J ^a   Jost, Nina ^b   Fallu, Jean Mathieu ^c  

^a Dept of Electrical and Computer Engineering   (Canada)

^b RWTH AACHEN UNIVERSITY   (Germany)

^c HEC MONTRÉAL   (Canada)

Author keywords

Autonomous motivation; Charities; Empathy; Innovation; Motivation; Networking; Non profit organizations; Self determination theory; social causes; Social networks

Indexed keywords

EID: 84902499496     PISSN: 17575818     EISSN: None     Source Type: Journal    
DOI: 10.1108/JOSM-05-2013-0122     Document Type: Article

References (49)

1. Andreoni, J. (1990), "Impure altruism and donations to public goods: a theory of warm-glow giving" in The Economic Journal, Vol. 100, No. 401, pp. 464-477.
2. Ariely, D., Bracha, A., Meier, S. (2009), "Doing good or doing well? Image motivation and monetary incentives in behaving pro-socially" in American Economic Review, Vol. 99, No. 1, pp. 544-555.
3. Arnett, J.J. (2010), Adolescence and Emerging Adulthood: A Cultural Approach, Prentice Hall, Boston, MA, 4th ed.
4. Baron, R.M., Kenny, D.A. (1986), "The moderator-mediator variable distinction. Social psychological research: conceptual, strategic and statistical considerations" in Journal of Personality and Social Psychology, Vol. 51, No. 6, pp. 1173-1182.
5. Batson, D.C. (1990), "How social is the animal? The human capacity for caring" in American Psychologist, Vol. 45, No. 3, pp. 336-346.
6. Blazevic, V., Hammedi, W., Garnefeld, I., Rust, R.T., Keiningham, T., Andreassen, T.W., Donthu, N., Carl, W. (2013), "Beyond traditional word-of-mouth: an expanded model of customer-driven influence" in Journal of Service Management, Vol. 24, No. 3, pp. 294-313.
7. Bolton, R.N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Loureiro, Y.K., Solnet, D. (2013), "Understanding generation Y and their use of social media: a review and research agenda" in Journal of Service Management, Vol. 24, No. 3, pp. 245-267.
8. Boyd, D.M., Ellison, N.B. (2008), "Social network sites: definition, history, and scholarship" in Journal of Computer-Mediated Communication, Vol. 13, No. 1, pp. 210-230.
9. Bucic, T., Harris, J., Arli, D. (2012), "Ethical consumers among the Millennials: a cross-national study" in Journal of Business Ethics, Vol. 110, No. 1, pp. 110-131.
10. Deci, E.L., Ryan, R.M. (2000), "The 'what' and 'why' of goal pursuits: human needs and the self-determination of behavior" in Psychological Inquiry, Vol. 11, No. 4, pp. 227-268.
11. Eagly, A.H. (2009), "The his and hers of prosocial behavior: an examination of the social psychology of gender" in American Psychologist, Vol. 64, No. 8, pp. 644-658.
12. Ellison, N.B., Steinfeld, C., Lampe, C. (2007), "The benefits of facebook 'friends' social capital and college students' use of online social network sites" in Journal of Computer-Mediated Communication, Vol. 12, No. 3, pp. 1143-1168.
13. Farris, R., Chong, F., Dunning, D. (2002), "Generation Y: purchasing power and implications for marketing" in Academy of Marketing Studies Journal, Vol. 6, No. 2, pp. 89-101.
14. Ferguson, R.J., Paulin, M., Bergeron, J. (2010), "Customer sociability and the total service experience: antecedents of personal word-of-mouth intentions" in Journal of Service Management, Vol. 21, No. 1, pp. 25-44.
15. Ferguson, R.J., Paulin, M., Jost, N., Schattke, K., Fallu, J.-M. (2013), "Millennials, social media, moral identity and support for social causes: do gender differences count?", 73rd Annual Meeting of the Academy of Management (AOM), Orlando, FL, August 9-13.
16. Fine, A. (2009), "Using web 2.0 technologies to connect with new supporters" in Nonprofit World, Vol. 27, No. 4, pp. 20-23.
17. Fisher, R.J., Vandenbosh, M., Antia, K.D. (2008), "An empathy-helping perspective on consumers' responses to fund-raising appeals" in Journal of Consumer Research, Vol. 35, No. 3, pp. 519-531.
18. Gagné, M., Deci, E.L. (2005), "Self-determination theory and work motivation" in Journal of Organizational Behaviour, Vol. 26, No. 1, pp. 331-362.
19. Guay, F., Mageau, G.A., Vallerand, R.J. (2003), "On the hierarchical structure of self-determined motivation: a test of top-down and bottom-up effects" in Society for Personality and Social Psychology, Vol. 29, No. 8, pp. 992-1004.
20. Gummesson, E. (2013), "Video of Jay Kandampully interviewing Evert Gummesson about service research and social media", available at: www.emeraldinsight.com/products/journals/journals.htm?id=josm (accessed April 14, 2013).
21. Gummesson, E., Lusch, R.F., Vargo, S.L. (2010), "Transitioning from service management to service-dominant logic: observations and recommendations" in International Journal of Quality and Service Sciences, Vol. 2, No. 1, pp. 8-22.
22. Guy, B.S., Patton, W.E. (1989), "The marketing of altruistic causes: understanding why people help" in The Journal of Consumer Marketing, Vol. 6, No. 1, pp. 19-30.
23. Hayes, A.F. (2013), Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach, Guilford Press, New York, NY.
24. Holmes, J.G., Miller, D.T., Lerner, M.J. (2002), "Committing altruism under the cloak of self-interest: the exchange fiction" in Journal of Experimental Social Psychology, Vol. 38, No. 2, pp. 144-151.
25. Kanter, B., Fine, A.H. (2010), The Networked Nonprofit: Connecting with Social Media to Drive Change, Jossey-Bass, San Francisco, CA.
26. Kaplan, A.M., Haenlein, M. (2010), "Users of the world, unite! The challenges and opportunities of social media" in Business Horizons, Vol. 53, No. 1, pp. 59-68.
27. Koestner, R., Losier, G.F. (1996), "Distinguishing reactive versus reflective autonomy" in Journal of Personality, Vol. 64, No. 2, pp. 465-494.
28. Loewenstein, G., Small, D.A. (2007), "The scarecrow and the tin man: the vicissitudes of human sympathy and caring" in Review of General Psychology, Vol. 11, No. 2, pp. 112-126.
29. Mattila, A.S., Hanks, L. (2012), "Antecedents to participation in corporate social responsibility programs" in Journal of Service Management, Vol. 23, No. 5, pp. 664-676.
30. Meier, S. (2006), "A survey of economic theories and field evidence on pro-social behavior", Working Papers No. 06-6, Federal Reserve Bank of Boston, Boston, MA, January.
31. Moller, A.C., Ryan, R.M., Deci, E.L. (2006), "Self-determination theory and public policy improving the quality of consumer decision without using coercion" in Journal of Public Policy & Marketing, Vol. 25, No. 1, pp. 104-116.
32. Naylor, R.W., Lamberton, C.P., West, P.M. (2012), "Beyond the 'like' button: the impact of mere virtual presence on brand evaluation and purchase intentions in social media settings" in Journal of Marketing, Vol. 76, No. 6, pp. 105-120.
33. Pavey, L., Greitmeyer, T., Sparks, P. (2012), "I help because I want to, not because you tell me to" in Personality and Social Psychology Bulletin, Vol. 38, No. 5, pp. 681-689.
34. Penner, L.A., Dovidio, J.F., Piliavin, J.A., Schroeder, D.A. (2005), "Pro-social behavior: multilevel perspectives" in Annual Review of Psychology, Vol. 56, pp. 365-392.
35. Reed II, A., Aquino, K., Levy, E. (2007), "Moral identity and judgments of charitable behaviors" in Journal of Marketing, Vol. 71, No. 1, pp. 178-193.
36. Ryan, R.M., Deci, E.L. (2000), "Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being" in American Psychologist, Vol. 55, No. 1, pp. 68-78.
37. Shang, J., Reed II, A., Croson, R. (2008), "Identity congruency effects on donations" in Journal of Marketing Research, Vol. 45, No. 3, pp. 351-361.
38. Silverman, R.E. (2007), "A new generation reinvents philanthropy: blogs, social networking sites give 20-somethings a means to push, fund favorite causes", The Wall Street Journal, August 21, avaiable at:http://online.wsj.com/news/articles/SB118765256378003494.
39. Small, D.A., Simonsohn, U. (2008), "Friends of victims: personal experience and prosocial behavior" in Journal of Consumer Research, Vol. 35, No. 3, pp. 532-542.
40. Twenge, J.M. (2006), Generation Me: Why Today's Young Americans are More Confident, Assertive, Entitled - and More Miserable than Ever Before, Free Press Simon & Schuster, New York, NY.
41. Twenge, J.M., Campbell, W.K., Freeman, E.C. (2012), "Generational differences in young adults' life goals, concern for others, and civic orientation, 1996-2009" in Journal of Personality and Social Psychology, Vol. 102, No. 5, pp. 1045-1062.
42. Vallerand, R.J. (1997), "Toward a hierarchy model of intrinsic and extrinsic motivation" in Advances in Experimental Social Psychology, Vol. 27, Academic Press, San Diego California, CA, pp. 271-360.
43. Vallerand, R.J., Pelletier, L.G., Koestner, R. (2008), "Reflection on self-determination theory" in Canadian Psychology, Vol. 49, No. 3, pp. 257-262.
44. Vanhamme, J., Lindgreen, A, Reast, J., van Popering, N. (2012), "To do well by doing good: improving corporate image through cause-related marketing" in Journal of Business Ethics, Vol. 109, No. 3, pp. 259-274.
45. Vansteenkiste, M., Simons, J., Lens, W., Sheldon, K.M., Deci, E.L. (2004), "Motivating learning, performance, and persistence: the synergistic effects of intrinsic goal contents and autonomy-supportive contexts" in Journal of Personality and Social Psychology, Vol. 87, No. 2, pp. 246-260.
46. Vargo, S.L. (2009), "Toward a transcending conceptualization of relationship: a service-dominant perspective" in Journal of Business and Industrial Marketing, Vol. 24, Nos 5/6, pp. 373-379.
47. Vargo, S.L., Lusch, R.F. (2011), "It's all B2B... and beyond: toward a systems perspective of the market" in Industrial Marketing Management, Vol. 40, No. 2, pp. 181-187.
48. White, K., Peloza, J. (2009), "Self-benefit versus other-benefit marketing appeals: their effectiveness in generating charitable support" in Journal of Marketing, Vol. 73, No. 4, pp. 109-124.
49. Yerbury, H. (2010), "Who to be? Generation X and Y in civil society online" in Youth Studies Australia, Vol. 29, No. 2, pp. 25-32.