The Impact of Peer, Politician, and Celebrity Endorsements on Volunteering: A Field Experiment with English Students

Peter John, Oliver James, Alice Moseley, Matt Ryan, Liz Richardson, Gerry Stoker

Research output: Contribution to journalArticle

Abstract

Endorsement is used by charitable organizations to stimulate public support, including monetary donations. This article reports a field experiment that examined the effect of leader and peer endorsement on student volunteering. The experiment was conducted with over 100,000 students from five UK universities and compared the effect on volunteering rates of email endorsements by politicians, celebrities, and peers, to a control group that received an email but no endorsement. We examined outcomes seven weeks after the original e-mails, including click-throughs to volunteering unit websites, attendance at volunteering training, registration with volunteering units, and actual volunteering. Peer endorsements reduced click-throughs to volunteering unit websites. There were positive treatment effects for endorsement by politicians on subsequent training but no significant effects of any of the endorsements on our other outcome measures. Overall, we found little support for the provision of leader and celebrity endorsement, and confirm negative effects for peer endorsement.

Original languageEnglish
Pages (from-to)1-19
Number of pages19
JournalJournal of Nonprofit and Public Sector Marketing
DOIs
Publication statusE-pub ahead of print - 22 Oct 2018

Fingerprint

Endorsements
Peers
Politicians
Volunteering
Field experiment
Celebrity endorsement
Electronic mail
Web sites
Registration
Attendance
Donation
Public support
Treatment effects
Celebrity
Experiment

Cite this

@article{9c2267093139437da5f503451e6ed629,
title = "The Impact of Peer, Politician, and Celebrity Endorsements on Volunteering: A Field Experiment with English Students",
abstract = "Endorsement is used by charitable organizations to stimulate public support, including monetary donations. This article reports a field experiment that examined the effect of leader and peer endorsement on student volunteering. The experiment was conducted with over 100,000 students from five UK universities and compared the effect on volunteering rates of email endorsements by politicians, celebrities, and peers, to a control group that received an email but no endorsement. We examined outcomes seven weeks after the original e-mails, including click-throughs to volunteering unit websites, attendance at volunteering training, registration with volunteering units, and actual volunteering. Peer endorsements reduced click-throughs to volunteering unit websites. There were positive treatment effects for endorsement by politicians on subsequent training but no significant effects of any of the endorsements on our other outcome measures. Overall, we found little support for the provision of leader and celebrity endorsement, and confirm negative effects for peer endorsement.",
author = "Peter John and Oliver James and Alice Moseley and Matt Ryan and Liz Richardson and Gerry Stoker",
year = "2018",
month = "10",
day = "22",
doi = "10.1080/10495142.2018.1526743",
language = "English",
pages = "1--19",
journal = "Journal of Nonprofit and Public Sector Marketing",
issn = "1049-5142",
publisher = "Routledge",

}

The Impact of Peer, Politician, and Celebrity Endorsements on Volunteering: A Field Experiment with English Students. / John, Peter; James, Oliver; Moseley, Alice; Ryan, Matt; Richardson, Liz; Stoker, Gerry.

In: Journal of Nonprofit and Public Sector Marketing, 22.10.2018, p. 1-19.

Research output: Contribution to journalArticle

TY - JOUR

T1 - The Impact of Peer, Politician, and Celebrity Endorsements on Volunteering: A Field Experiment with English Students

AU - John, Peter

AU - James, Oliver

AU - Moseley, Alice

AU - Ryan, Matt

AU - Richardson, Liz

AU - Stoker, Gerry

PY - 2018/10/22

Y1 - 2018/10/22

N2 - Endorsement is used by charitable organizations to stimulate public support, including monetary donations. This article reports a field experiment that examined the effect of leader and peer endorsement on student volunteering. The experiment was conducted with over 100,000 students from five UK universities and compared the effect on volunteering rates of email endorsements by politicians, celebrities, and peers, to a control group that received an email but no endorsement. We examined outcomes seven weeks after the original e-mails, including click-throughs to volunteering unit websites, attendance at volunteering training, registration with volunteering units, and actual volunteering. Peer endorsements reduced click-throughs to volunteering unit websites. There were positive treatment effects for endorsement by politicians on subsequent training but no significant effects of any of the endorsements on our other outcome measures. Overall, we found little support for the provision of leader and celebrity endorsement, and confirm negative effects for peer endorsement.

AB - Endorsement is used by charitable organizations to stimulate public support, including monetary donations. This article reports a field experiment that examined the effect of leader and peer endorsement on student volunteering. The experiment was conducted with over 100,000 students from five UK universities and compared the effect on volunteering rates of email endorsements by politicians, celebrities, and peers, to a control group that received an email but no endorsement. We examined outcomes seven weeks after the original e-mails, including click-throughs to volunteering unit websites, attendance at volunteering training, registration with volunteering units, and actual volunteering. Peer endorsements reduced click-throughs to volunteering unit websites. There were positive treatment effects for endorsement by politicians on subsequent training but no significant effects of any of the endorsements on our other outcome measures. Overall, we found little support for the provision of leader and celebrity endorsement, and confirm negative effects for peer endorsement.

UR - http://www.scopus.com/inward/record.url?scp=85055559969&partnerID=8YFLogxK

U2 - 10.1080/10495142.2018.1526743

DO - 10.1080/10495142.2018.1526743

M3 - Article

SP - 1

EP - 19

JO - Journal of Nonprofit and Public Sector Marketing

JF - Journal of Nonprofit and Public Sector Marketing

SN - 1049-5142

ER -