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the impact of emotional advertising on donation intention in the NFP sector

28 July 2020

Over the last ten years, UK consistently ranked in the top ten nations for charitable giving.
For all the different size and type of charity organisations, individual giving is the largest source of donations in the UK . Driven by the need of visibility NFPs have increased in their communication campaigns registers that are highly emotional and deliberately shocking. This study aims to investigate the relationship between highly emotional content advert and donation intention.


  • age 18+

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Ethical approval

This study has been approved by Brunel University London college of Business, Arts and Social Sciences Research Ethics Committee on July 1st 2020.

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