The impact of mobile marketing means on charity donor behavior in Jordan

Abstract EN

The study aimed to investigate the impact of mobile marketing means on charity donor behavior in Jordan.

The mobile marketing means were measured through (SMS, charity mobile application, charity mobile social network sites, charity mobile website), while the charity donor behavior was measured through (level of donation, donation frequency, donor loyalty).

This study is a quantitative study with a descriptive analytical approach, the study population was all donors in Jordan, and data was collected by using a questionnaire given to the study convenient sample, which consisted of (398) donors in Jordan.

The results of the study revealed that there is a statistically significant impact of mobile marketing means (SMS, charity mobile application, charity mobile social network sites, charity mobile website) on charity donor behavior (level of donation, donation frequency, donor loyalty) in Jordan.

Based on the results of the study, the researcher recommended that charities should adopt and implement mobile marketing strategies as a part of its integrated marketing communications; as a result, the amount of donations will be increased, in addition to attracting new donors while maintaining a good relationship with current donors