The Power of Personalities: Examining the Role of Celebrity Characteristics in Driving Charitable Giving from a Donor's Perspective"

Abstract

This research investigates the role of celebrity attributes in shaping charitable contributions from a donor's standpoint, a relatively less explored area in the context of philanthropy. By analyzing the characteristics that draw donors and drive their charitable actions, this study highlights the influence of personalities in charitable giving. A mixed-methods approach was adopted, involving quantitative surveys and qualitative interviews with 276 donors who supported causes endorsed by celebrities, selected through disproportionate stratified sampling.