The paper provides a survey understanding of two dimensions of perceived authenticity in digital cause-related marketing (CRM) display advertising and models the impact on consumers' responses. It develops a model with a set of six hypotheses and tests them through a multivariate structural equation technique on quantitative data generated by a survey procedure on a UK-based consumer panel. The 465 online panel participants consisted of 60% males and 40% females between the ages of 18 and 35. The findings provide empirical evidence that the perceived donation amount and adcontext congruence are intertwined perspectives of authenticity in digital CRM display ads, and show that both of these dimensions provide input to conferring authenticity on the ads. However, the perceived donation amount accounts for a stronger effect than ad-context congruence. The paper finds firms' altruistic motives an influential antecedent to the mediating role of attitudes towards the ad (AaD) as a fundraising tool. This is due to the nature of the impact of authenticity on the link with intention to purchase. Contrarily to expectation, the level of firms' involvement with a social cause does not moderate intention to purchase from the consumers' standpoint. The paper provides an interpretation of authentic perception in digital CRM advertising and proposes a composite model of the mechanism of this effect on consumers' response. In DCRM advertising, increasing the perception of donation magnitude is a key driver to advertising success, and the level of association with a social cause is not a significant factor in segmenting and targeting consumers.

Cause-related marketing (CRM) and sponsorship activities have become an increasingly popular corporate social responsibility (CSR) strategy, whereby firms partner with nonprofit organisations (NPOs) to achieve varieties of business objectives, while still supporting NPOs' social causes. Advances in internet technology and e-commerce activities have facilitated the widespread use of internet CRM and sponsorship advertisement frames targeting potential donors and online customers. Typically, firms communicate through ads in variety of ways, such as offering a precise donation amount (PDA) to the charity organisation in question, or by declaring mutually beneficial collaboration of the firms' brand with the non-profit organisation (NPO),by stating an imprecise donation (IDA)offer.This study compares the effectiveness of PDA ads ( both at low and high donation amounts) with imprecise donation amount (IDA) internet display advertisement frames, in terms of attitude and purchase intention from a fundraising perspective. Using a web-based experimental survey design involving the national representative sample, the results of the ANCOVA analysis revealed that there is no significant difference in attitudes between precise and imprecise donation ad frames(PDA & IPA). However, PDA advertisements were found to indicate higher purchase intention than the IDA ad frame; regardless of the perceived donation amounts were either low or high. Furthermore, PDA ads with higher donation amounts (versus low donation amount) engender greater purchase. This study contributes to the understanding of the effective use of cause-related and sponsorship internet ads, for consumer segmentation and targeting.

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Cause-related marketing (CRM) and sponsorship activities have become an increasingly popular corporate social responsibility (CSR) strategy, whereby firms partner with nonprofit organisations (NPOs) to achieve varieties of business objectives, while still supporting NPOs' social causes. Advances in internet technology and e-commerce activities have facilitated the widespread use of internet CRM and sponsorship advertisement frames targeting potential donors and online customers. Typically, firms communicate through ads in variety of ways, such as offering a precise donation amount (PDA) to the charity organisation in question, or by declaring mutually beneficial collaboration of the firms' brand with the non-profit organisation (NPO),by stating an imprecise donation (IDA)offer.This study compares the effectiveness of PDA ads ( both at low and high donation amounts) with imprecise donation amount (IDA) internet display advertisement frames, in terms of attitude and purchase intention from a fundraising perspective. Using a web-based experimental survey design involving the national representative sample, the results of the ANCOVA analysis revealed that there is no significant difference in attitudes between precise and imprecise donation ad frames(PDA & IPA). However, PDA advertisements were found to indicate higher purchase intention than the IDA ad frame; regardless of the perceived donation amounts were either low or high. Furthermore, PDA ads with higher donation amounts (versus low donation amount) engender greater purchase. This study contributes to the understanding of the effective use of cause-related and sponsorship internet ads, for consumer segmentation and targeting.