The role of emotional marketing and UTAUT on donation intention through social media

Donations through social media or any online platforms are becoming a new trend these days, thanks to the use of emotional marketing through narrations and visual depictions showing the real condition of people who need supports. Organizations are led to raise people’s emotions to increase their intention to make donations. This study aims to examine the effect of emotional marketing on donation intention through social media platforms and people’s willingness to use technology (UTAUT). This is explanatory research was conducted through a survey on 365 respondents of Malang city who had seen a crowdfunding commercial of Kitabisa.com. The structural equation analysis has led to findings that emotional marketing significantly influences people’s donation intention, implying that the commercial is able to affect people’s emotion into empathy and willingness to make donations through the charity campaign. Furthermore, this study also finds that UTAUT has a significant effect on the intention. The findings are useful for Kitabisa.com in their effort to increase people’s donation intention through the use of emotional marketing