Jurnal Bisnis dan Kewirausahaan (Journal of Business and Entrepreneurship)
Vol. 7 No. 1 (2019): JOURNAL OF BUSINESS AND ENTREPRENEURSHIP (May 2019 Edition)

THE MODERATING ROLE OF SOCIAL IDENTITY ON THE RELATIONSHIP BETWEEN BEHAVIORALLY TARGETED ADS AND DONATION BEHAVIOR

Secioria, Rae (Unknown)

Article Info

Publish Date
31 May 2019

Abstract

This article examines the role of behavioral targeting ads on the amount of donations on the condition of environmentally friendly products. Data from 240 college students were used to examine the main effect of behavioral targeting ads towards donating behavior, as well as the moderating effects of social identity and product positioning. The effect of social identity is based on the protection and improvement of self-concept. The threat to self-concept intuitively will be related to which identity is the strongest. Implication for managers is considered.

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Journal Info
Jurnal Bisnis dan Kewirausahaan (Journal of Business and Entrepreneurship)
Website

Abbrev

JOBE

Publisher

Universitas Sampoerna

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

Description

The Journal of Business and Entrepreneurship (JoB&E) is the official journal of the Faculty of Business, Sampoerna University, with a frequency of publishing two times per year, in May and November. JoB&E is a double blind peer-reviewed journal devoted to the publication of original papers. We ...