دور الثقة في المنظمات الخيرية بوصفها متغيرا معدلا على العلاقة بين أساليب الإعلان الخيري و نوايا التبرع

Abstract EN

Aim of the paper : this study is designed to investigate the impact of the use of advertising styles on donation intentions and the role of trust of charity organizations as a moderator variable between advertising styles and donation intentions.

Study design : the research used both quantitative and qualitative techniques.

Sample and data : preliminary data were collected through a Questionnaire on the Internet from a sample of 384 potential donors in Cairo.

Results : the study found that there is a significant effect of the use of charity advertising styles on the donation intentions, in terms of : (altruism/egoistic appeal, statistical / anecdotal evidence, feeling guilty and the use of clerics).

There is also a significant effect of trust as a moderator variable between the use of advertising styles in terms of the (use of celebrities, statistical / anecdotal evidence, the use of clerics) and donation intentions.

Conclusion : The study recommends investigating the impact of donors’ demographic characteristics on donation intentions.