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An Explorative Study of the Impact Peer Influence on Social Media has on Donation Behaviour, specifically towards Social Movement Non-Profit Organisations

Roche, Kelsey (2021) An Explorative Study of the Impact Peer Influence on Social Media has on Donation Behaviour, specifically towards Social Movement Non-Profit Organisations. Masters thesis, Dublin, National College of Ireland.

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Abstract

Peer Influence has been a prominent social concept for many years, the introduction of social media in more recent years was not where the concept of peer influence was formed but it has certainly brought it into a new light. Peer Influence on social media is inevitable, as those who have active social media account participate in it and are susceptible to it at times consciously and more likely unknowingly. Social Media has been designed to target and influence users, brands take advantage of this and unknowingly so, so do everyday individuals.

The purpose of this study is to examine the impact peer influence has exclusively on donation behaviour, specifically in regard to social movement non-profit organisations. Primarily, the researcher set out to investigate social media user’s likeliness of being influenced to engage in donation behaviour, as well as this the researcher aimed to investigate consumer awareness and perceptions of social movement non-profit organisations.

This investigation was achieved through the implementation of qualitative research within this study, by conducting six in-depth interviews with males aged between 20 to 40. This study exclusively focused on the assessment of males in order to refine the population sample in hopes of producing a conclusive answer to the research question. This study was underpinned by an interpretivist-based epistemology approach to the research methodology, therefore relied heavily relies on the life experiences, feeling and opinions of the participants.

After taking the collected and analysed data into consideration, this research has produced key findings and recommendations for marketers studying the specific area in future.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Non Profit Organisations. Voluntary Sector.
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > Master of Science in Marketing
Depositing User: Clara Chan
Date Deposited: 22 Feb 2022 15:43
Last Modified: 22 Feb 2022 15:43
URI: http://norma.ncirl.ie/id/eprint/5478

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