A Mediation Model of Integrated Marketing Communication Perception, Donation Awareness, and Donation Intention
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Abstract
This exploratory survey study aims to examine the relationships between consumers’ perceptions of integrated marketing communication (IMC perception), donation awareness, and donation intention within the context of health-related nonprofit organizations in Thailand. The sample consisted of 172 Thai participants who had received communication from such organizations within the past year. Data were collected through an online questionnaire. The results indicated that: 1) IMC perception was positively associated with donation awareness (r = .47, p < .01), 2) donation awareness was positively associated with donation intention (r = .51, p < .01), 3) IMC perception was positively associated with donation intention (r = .41, p < .01), and 4) mediation analysis demonstrated that IMC perception exerted a direct effect on donation intention (β = .220, p < .01) as well as an indirect effect through donation awareness (β = .197, p < .001). These findings suggested that the mediation model highlights the capacity of integrated marketing communication strategies to enhance both donation awareness and donation intention, operating through both direct and indirect pathways.
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References
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