Content is King but Context is Queen: How Involvement Facilittes the Impact of Website

Authors

Saad A. Alhoqail, Alfaisal University
Kristopher Floyd, Chapman UniversityFollow

Document Type

Article

Publication Date

6-19-2020

Abstract

Utilizing websites as a means of communication is becoming more prevalent. This is especially true for nonprofit organizations, as websites have become an integral tool in communicating with donors (Nonprofit Marketing Guide 2012). Because websites are an important marketing tool for nonprofit organizations, understanding how website characteristics influence donation becomes paramount. The current research suggests that for high-involvement donors, the structure, entertainment, etc. have the most influence on donation. Conversely, for low-involvement donors, content is king.

Comments

This article was originally published in International Review on Public and Nonprofit Marketing, volume 17, in 2020. https://doi.org/10.1007/s12208-020-00252-5

The title includes an error ("facilittes" instead of "facilitates"), which has been preserved here in accordance with the official version of record.

The Link to Full Text button above directs users to a free read-only version of the article.

Recommended Citation

Alhoqail, S.A., Floyd, K. Content is king but context is queen: how involvement facilittes the impact of website. Int Rev Public Nonprofit Mark 17, 375–389 (2020). https://doi.org/10.1007/s12208-020-00252-5

Peer Reviewed

1

Copyright

Springer