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Keywords: Donation intention
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Journal Articles
Nonprofits meet millennials: a hybrid approach of uses and gratifications and TAM to identify the drivers of monetary donation intention
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Young Consumers: Insight and Ideas for Responsible Marketers (2020) 21 (4): 435–449.
Published: 13 November 2020
... with NPOs on SMSs. Such an approach has not been used in the past to examine Millennials’ engagement with NPOs on SMSs. TAM Millennials Uses and gratifications NPOs Donation intention SMSs Although TAM is considered a motivational theory, it is limited to one extrinsic motivation, perceived...
