Abstract
As the number of nonprofit organizations increases and consumer donations reach record levels, an understanding of the multitude of factors influencing donors' sharing behavior is critical. This dissertation is the first step in investigating the role of perceived interpersonal closeness (IC) on donation allocations and the influence of word-of-mouth (WOM) request type on likelihood of sharing. These goals are addressed in two essays. The first essay (Chapter Two) focuses on the role of donor's IC with a victim on allocation to nonprofit activities addressing care or cure. Specifically, this essay explores how those who perceive greater IC with a victim are more likely than those with low IC to allocate donations to cure due to a greater degree of hope for the future. The second essay of this dissertation (Chapter Three) investigates the influence of WOM type, specifically donor- or charity-focused, on donors' likelihood to share. Drawing on literature from psychology, this essay demonstrates that requests for donor-focused WOM reduce the likelihood of sharing relative to charity-focused WOM requests due to lower perceived persuasive efficacy. In sum, the two essays included in this dissertation advance the knowledge of factors that will influence consumer behavior, adding to the theoretical understanding of prosocial behavior, donation allocations, and WOM, while providing implications for nonprofit marketing managers and increased consumer well-being.
Notes
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Graduation Date
2020
Semester
Summer
Advisor
He, Xin
Degree
Doctor of Philosophy (Ph.D.)
College
College of Business Administration
Degree Program
Business Administration; Marketing
Format
application/pdf
Identifier
CFE0008129; DP0023465
URL
https://purls.library.ucf.edu/go/DP0023465
Language
English
Release Date
August 2025
Length of Campus-only Access
5 years
Access Status
Doctoral Dissertation (Campus-only Access)
STARS Citation
Boman, Laura, "Sharing: The Social Consumer" (2020). Electronic Theses and Dissertations, 2020-2023. 180.
https://stars.library.ucf.edu/etd2020/180
Restricted to the UCF community until August 2025; it will then be open access.