An Examination of Digital Nativity, Generation, and Gender in Online Giving

Charitable giving has been of great interest to marketing academics because of its importance in understanding the relationships between nonprofit organizations and their customers. The concept of motivation is vital to researchers because authors have long queried about why a donor decides to give money to a charity as opposed to saving, investing, or consuming discretionary goods with these dollars. The first study in this paper was exploratory in nature; in this study, a number...
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