Abstract:
Purpose – The aim of this research is to measure the effect of different advertising appeals on audiences' intention to donate, with an area of application on Egyptian donation campaigns.
Methodology – Researchers first used secondary research in order to gain more insights about the research topic. Followed by a primary research to get more reliable data, by using in-depth interviews with experts in the exploratory research and online questionnaires during data collection, while also conducting 230 questionnaires assessed and analyzed by IBM Statistics Tool. The sampling technique used in this research is non-probability convenience sampling because they are accessible to the researcher.
Findings – Researchers found that there was a positive relationship between the four appeals and the intention to donate. Nonetheless, the rational appeal had a moderate relationship, the emotional appeal had a strong relationship, and the fear appeal as well as the humor appeal had a weak relationship.
Recommendations – The researchers provide valuable recommendations to practitioners especially for those working in the field of advertising with regard to charitable campaigns. Researchers measured the intention to donate based on the audience’s opinions and views of the effect of different appeals to find the most convenient method to increase rate of donations.
يهدف هذه البحث إلى دراسة أثر تأثير الحملات الاعلانية بأنواعها المختلفة على رغبة الجمهور المصري فى التبرع بعد مراجعة الدراسات السابقة، تم تصميم استبيان من القياسات المستخدمة في الدراسات السابقة، وتم جمع 230 استبيانًا عبر الإنترنت من عينة من مشاهدى الحملات الاعلانية. أما بالنسبة لتحليل البيانات فقد تم استخدام حزمة برامج SPSS. أوضحت النتائج أن أنماط الأعلان المختلفة لها تأثير ايجابى على نية المشاهدين فى التبرع وأعلى تأثير ناتج عن استخدام النمط العاطفى فى الحملات اللأعلانية و اقل تأثير ناتج عن استخدام النمط الفكاهى فى الأعلان.
