HIGHLIGHTS
- What: The authors examine a common IO fundraising tool, namely celebrity Goodwill Ambassadors.
- Who: Rabia Malik from the University of Essex, Colchester, UK and University of Iceland, Reykjavik, Iceland have published the research work: Are Goodwill Ambassadors Good for Business? The Impact of Celebrities on International Organization Fundraising, in the Journal: (JOURNAL)
- How: Due to the dearth of research on Goodwill Ambassador effectiveness the experiment was designed to maximize the potential for observing possible impacts of endorsement. 4 https//doi.org/10.1017/XPS.2024.6 Published online by Cambridge University Press Research . . .
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