Intention to donate to Muslim NGOs using crowdfunding platforms : the impact of digital advertising content

Abstract

As crowdfunding became more popular, more similar campaigns were created which made it harder for many NGOs to collect enough funds for their campaigns. Despite the popularity of crowdfunding, it was found that many crowdfunding campaigns have failed to collect enough funds. The use of marketing has helped fund seekers to reach and attract a wider audience to inform them about their crowdfunding campaign. Digital advertising made it easier and simpler to advertise products and services. It has become an essential part of how many companies operate in the digital world. This study provides a thorough analysis of the literature with a particular emphasis on digital advertising, the factors that affect donors’ intention to donate to crowdfunding platforms, and the crowdfunding of Muslim NGOs. This study has adopted SOR and PBT theories and relied on quantitative study where data has been collected by means of questionnaire. A total of 428 responses were collected for this study, however only 343 were usable due to missing responses. Collected data was tested on reliability and validity, and then SEM analysis was performed on the data. Out of seven hypotheses, six were accepted while one was rejected. Findings suggest that digital advertising positively impacts the attitudes, subjective norms and perceived behavioural control. Furthermore, it was also found that attitudes, subjective norms and perceived behavioural control positively impact intention to donate into Muslim NGO through crowdfunding platforms. However, there was no direct impact of digital advertising content on intention to donate. For future studies it is recommended to test the mediating effect of the variables as well as other variables that define digital advertising content.