Understanding the role of gender identity in charitable giving—recruiting bone marrow donors
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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Understanding the role of gender identity in charitable giving—recruiting bone marrow donors. / Dill, Katja; Soliman, Meikel.
in: Journal of Philanthropy and Marketing, Jahrgang 28, Nr. 1, e1771, 02.2023.Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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TY - JOUR
T1 - Understanding the role of gender identity in charitable giving—recruiting bone marrow donors
AU - Dill, Katja
AU - Soliman, Meikel
N1 - Publisher Copyright: © 2022 The Authors. Journal of Philanthropy and Marketing published by John Wiley & Sons Ltd.
PY - 2023/2
Y1 - 2023/2
N2 - Purpose: Imbedded in the gender schema theory, this paper aims to examine the socio-cognitive impact of gender identity in nonprofit marketing communication, particularly in the recruitment of bone marrow donors. Design/methodology/approach: This paper uses an experimental design (n = 132) to investigate the role of gender identity on the likelihood to register as a bone marrow donor using real advertisements. Findings: The findings support the assumption that a specific gender identity influences attitudes toward the advertisement which in turn increases the likelihood to register as a bone marrow donor. Originality: While extant studies investigate psychological and demographic factors, there is only limited research on the role of gender identity in recruiting bone marrow donors via communication strategies. Practical implications: This has implications for communication strategies to increase the bone marrow donor pool. Health communication can be improved by relying on gender identity. Social implications: Bone marrow registries have a vital role in ensuring a healthy society. As the number of patients continues to increase, registries need a better understanding of how to create more effective marketing and communication strategies. In line, as societies become more diverse and inclusive, so should nonprofit marketing strategies. Practitioner Points: What is currently known about the subject matter? Societies worldwide need more bone marrow donors and bone marrow registries use gender stereotypes in their advertisements. Research investigated a variety of factors, but did not look at gender identity. As societies worldwide get more inclusive and diverse, gender identity becomes more important. What does the paper add to point (a)? Scarce literature investigated the role of gender identities in bone marrow advertisements. This paper fills this gap by systematically investigate the role of gender identity in the likelihood to donate bone marrow donors. Implications of the study findings for practitioners Bone marrow registries need to do market research before designing advertisements. Bone marrow registries should segment their target groups and use differentiated advertisements. Bone marrow registries can rely on gender identity to make their advertisements more effective.
AB - Purpose: Imbedded in the gender schema theory, this paper aims to examine the socio-cognitive impact of gender identity in nonprofit marketing communication, particularly in the recruitment of bone marrow donors. Design/methodology/approach: This paper uses an experimental design (n = 132) to investigate the role of gender identity on the likelihood to register as a bone marrow donor using real advertisements. Findings: The findings support the assumption that a specific gender identity influences attitudes toward the advertisement which in turn increases the likelihood to register as a bone marrow donor. Originality: While extant studies investigate psychological and demographic factors, there is only limited research on the role of gender identity in recruiting bone marrow donors via communication strategies. Practical implications: This has implications for communication strategies to increase the bone marrow donor pool. Health communication can be improved by relying on gender identity. Social implications: Bone marrow registries have a vital role in ensuring a healthy society. As the number of patients continues to increase, registries need a better understanding of how to create more effective marketing and communication strategies. In line, as societies become more diverse and inclusive, so should nonprofit marketing strategies. Practitioner Points: What is currently known about the subject matter? Societies worldwide need more bone marrow donors and bone marrow registries use gender stereotypes in their advertisements. Research investigated a variety of factors, but did not look at gender identity. As societies worldwide get more inclusive and diverse, gender identity becomes more important. What does the paper add to point (a)? Scarce literature investigated the role of gender identities in bone marrow advertisements. This paper fills this gap by systematically investigate the role of gender identity in the likelihood to donate bone marrow donors. Implications of the study findings for practitioners Bone marrow registries need to do market research before designing advertisements. Bone marrow registries should segment their target groups and use differentiated advertisements. Bone marrow registries can rely on gender identity to make their advertisements more effective.
KW - bone marrow
KW - donation
KW - gender identity
KW - health communication
KW - policymakers
KW - bone marrow
KW - donation
KW - gender identity
KW - health communication
KW - policymakers
KW - Management studies
UR - http://www.scopus.com/inward/record.url?scp=85139457199&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/f1fd4c97-d568-30d0-8c55-d66a2774fbea/
U2 - 10.1002/nvsm.1771
DO - 10.1002/nvsm.1771
M3 - Journal articles
AN - SCOPUS:85139457199
VL - 28
JO - Journal of Philanthropy and Marketing
JF - Journal of Philanthropy and Marketing
SN - 2691-1361
IS - 1
M1 - e1771
ER -