Study level

  • Vacation research experience scheme


Topic status

We're looking for students to study this topic.

Research centre


Professor Gary Mortimer
Division / Faculty
Faculty of Business & Law

External supervisors

  • Dr Kathleen Chell, Australian Red Cross Lifeblood


Social networking sites (SNSs) allow people to share experiences with others online.

Although consumers would prefer to publicly endorse non-profit over for-profit brands, sharing donation activity is relatively low. This is problematic as such social information is shown to encourage others to donate by establishing donation as a normative behaviour among social groups.

To maximise and benefit from online endorsements, non-profit organisations are increasingly encouraging donors to ‘spread the word’ by providing content for donors to share - a strategy referred to as firm-generated electronic word-of-mouth (eWOM), where the content is created by the organisation and shared to SNSs by donors.

However, there is little understanding as to how non-profit organisations can encourage donors to share such content and disclose their donation activity. In this project, we will evaluate cause-focused, individual-focused, and call-to-action content strategies of firm-generated eWOM on willingness to share, across the donation of money, time, and blood.

For this project, we would like the student to review relevant literature related to each of these message appeal types, and more broadly eWOM for non-profit organisations.

Research activities

During this project, you'll:

  • undertake a directed literature review
  • participate in writing a scholarly paper.

You'll send weekly updates of your progress.

This project is expected to run for 12 hours a week, for 10 weeks.


Contact the Graduate Research Centre at for more information on the Vacation Research Experience Scheme.