An Analysis of the Ice Bucket Challenge, and its Effect on Charitability
Persistent URL
Author(s)
Allen, Nicholas
Date Issued
April 4, 2016
Abstract
The Ice Bucket Challenge, which took place during the summer of 2014 sought to raise awareness about Amyotrophic Lateral Sclerosis, as well as monetary donations to the ALS Association to support research and treatment of the disease. This project sought to determine if the Ice Bucket Challenge facilitated the creation of a brand community based upon qualitative analysis. Quantitative data was then used to examine the relationship between participation in the Ice Bucket Challenge, and a person’s willingness to donate money again in the future, as well as the influence of information and emotional advertisements upon donation. It was argued that the Ice Bucket Challenge did not facilitate a brand community. It was hypothesized that participation in the Ice Bucket Challenge would positively influence a person’s willingness to donate again in the future, and that emotional advertisements would have a larger impact upon donation. Based upon data collected, results show that participation in the Ice Bucket Challenge did positively influence a person’s willingness to donate again in the future, as well as that both informational and emotional videos positively influenced a donation. However, there was no significant difference between the emotional or informational condition.
Major
Communication
Psychology
First Reader(s)
Saltsman, Brian
Other Reader(s)
Yochim, Emily A.
Department
Communication Arts
Psychology
Type of Publication
Senior Project Paper
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Name
2015_16_Allen_Ice.pdf
Description
Main Document
Size
387.2 KB
Format
Adobe PDF
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