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Giving To Be Seen: The Influence Of Facebook Charitable Advertisements On Conspicuous Donation Behavior, Lei Jia
Theses and Dissertations
The arduous financial environments that nonprofit organizations face today motivate nonprofits to continuously search and leverage new communication platforms such as social media to approach a wider individual donor base. This thesis examines whether a Facebook charitable appeal promoting a donation via Facebook Gifts may attract
Facebook users to give for conspicuousness (a public display of a donation behavior). Findings of this thesis revealed a gender difference in responses to the Facebook charitable appeal due to the gender difference in self-construals such that men were more likely to give via Facebook Gifts when the ad promoting the donation via Facebook …
Essays On Dispersion, Fairness Perception And Partitioning Of Online Prices, Yiyuan Liu
Essays On Dispersion, Fairness Perception And Partitioning Of Online Prices, Yiyuan Liu
Theses and Dissertations
My dissertation is primarily on online pricing, by empirically investigating how formats and structures of prices influence consumer responses and subsequent purchasing behavior, brand choice, etc. Currently, three essays of my dissertation explore topics on price fairness perception, price dispersion, as well as price partitioning.
First, although previous researchers have tested effects of price changes on consumer's perceptions on price (e.g., Maxwell 1999, Campbell 2007), little work has focused on the effects of prices/costs levels on online price judgments and virtually none has examined it jointly with both internal/external reference prices from multiple comparison parties. Less work has applied price …