Massive Philanthropy as Marketing Competition in The New Normal Era During Pandemic

Muhammad Nizar; Muhammad Chabibi

doi:10.33474/jisop.v3i2.13321

Massive Philanthropy as Marketing Competition in The New Normal Era During Pandemic

Muhammad Nizar, Muhammad Chabibi

Abstract

This paper explains the philanthropic phenomenon that occurred in Indonesian people, especially the people of Cirebon City when the transmission of the covid-19 virus reached it’s peak again in November 2020. Basically, the philanthropic movement in the Covid-19 pandemic era emerged based on chaotic humanitarian attention and the uncertain economic stability of the country. This provides a stimulus to philanthropic activists to participate in social-humanitarian concerns and social-economic restoration. This type of research is qualitative with interview methods and online media documentation. This study concludes that the philanthropic movement should be based on humanitarian solidarity and religious normativity. However, several philanthropic activists in Cirebon City have used the opportunity of the COVID-19 pandemic moment as a personal economic recovery by using accurate marketing management wrapped in social philanthropy. This is a new motive that combines the humanitarian philanthropy movement with a marketing work system when COVID-19 as a natural disaster strikes with the aim of helping people as well as marketing their commodity products. The reason is that the demands for economic improvement during a pandemic require philanthropic activists to give and share as well as sell and promote.

Keywords

Philanthropy Movement; Humanity; Pandemic Era

Full Text:

PDF | SIMILARITY CHECK

References

Al-Makassary, R. (2005). Kedermawanan untuk Keadilan Sosial: Suatu Kerangka Konseptual untuk Aksi (1st ed., Vol. 1). Jurnal Galang.

Baidhawy, Zakiyuddin. (2009). Teologi Neo al-Maun Manifesto Islam Menghadapi Globalisasi Kemiskinan Abad 21. Yogyakarta: Civil Islamic Institute.

Brown, A. L., Meer, J., & Williams, J. F. (2017). Social distance and quality ratings in charity choice. Journal of Behavioral and Experimental Economics, 66, 9–15. https://doi.org/10.1016/j.socec.2016.04.006

Buhalis, D., & Volchek, K. (2020). Bridging marketing theory and big data analytics: The taxonomy of marketing attribution. International Journal of Information Management, 102253. https://doi.org/10.1016/j.ijinfomgt.2020.102253

Bunds, K. S., Brandon-Lai, S., & Armstrong, C. (2016). An inductive investigation of participants’ attachment to charity sports events: The case of team water charity. European Sport Management Quarterly, 16(3), 364–383. https://doi.org/10.1080/16184742.2016.1164212

Burton, K. A., Gore, J. S., & Sturgeon, J. (2012). The Role of Relational Self-construal in Reactions to Charity Advertisements. Self and Identity, 11(3), 343–359. https://doi.org/10.1080/15298868.2011.583529

Chen, M.-Y. (2020). Portraying product or cause in charity advertising: How execution style and appeal type affects prosocial attitudes by enhancing perceived personal roles. International Journal of Advertising, 39(3), 342–364. https://doi.org/10.1080/02650487.2019.1642004

Cordery, C. J., Smith, K. A., & Berger, H. (2017). Future scenarios for the charity sector in 2045. Public Money & Management, 37(3), 189–196. https://doi.org/10.1080/09540962.2017.1281662

Core, J. E., & Donaldson, T. (2010). An Economic and Ethical Approach to Charity and to Charity Endowments. Review of Social Economy, 68(3), 261–284. https://doi.org/10.1080/00346760903480517

Cretterz, B., Hayek, N., & Zaccour, G. (2019). Do Charities Spend More on Their Social Programs when They Cooperate than when They Compete? European Journal of Operational Research, 2–22. https://doi.org/10.1016/j.ejor.2019.11.044

Dam, P. van. (2020). No justice Without Charity: Humanitarianism After Empire. The International History Review, 0(0), 1–22. https://doi.org/10.1080/07075332.2020.1739734

Dijk, O., & Holmén, M. (2017). Charity, incentives, and performance. Journal of Behavioral and Experimental Economics, 66, 119–128. https://doi.org/10.1016/j.socec.2016.04.005

Donkers, B., van Diepen, M., & Franses, P. H. (2017). Do charities get more when they ask more often? Evidence from a unique field experiment. Journal of Behavioral and Experimental Economics, 66, 58–65. https://doi.org/10.1016/j.socec.2016.05.006

Faulkner, M., & Romaniuk, J. (2019). Supporters’ Perceptions of Benefits Delivered by Different Charity Activities. Journal of Nonprofit & Public Sector Marketing, 31(1), 20–41. https://doi.org/10.1080/10495142.2018.1452829

Fauzia, A. (2016). Filantropi Islam: Sejarah dan Kontestasi Masyarakat Sipil dan Negara di Indonesia. Yogyakarta: Gading Publishing.

Filo, K., Funk, D. C., & O’Brien, D. (2011). Examining Motivation for Charity Sport Event Participation: A Comparison of Recreation-Based and Charity-Based Motives. Journal of Leisure Research, 43(4), 491–518. https://doi.org/10.1080/00222216.2011.11950247

Fuentenebro, P. (2020). Will philanthropy save us all? Rethinking urban philanthropy in a time of crisis. Geoforum, 117, 304–307. https://doi.org/10.1016/j.geoforum.2020.07.005

Gielen, K., & steenkamp, J.-B. E. (2019). Branding in The Era of Digital (dis)intermediaation. International Journal of Research in Marketing, 367–384.

Gilchrist, P. (2020). Embodied Causes: Climbing, Charity, and ‘Celanthropy.’ The International Journal of the History of Sport, 37(9), 709–726. https://doi.org/10.1080/09523367.2020.1783250

Golden, M.-T., & Garde, A. (2020). Digital food marketing to children: Exploitation, surveillance and rights violations. Global Food Security, 27.

Halim, W. (2018). Young Islamic preachers on Facebook: Pesantren As’adiyah and its engagement with social media. Indonesia and the Malay World. (world). Retrieved from https://www.tandfonline.com/doi/pdf/10.1080/13639811.2018.1416796?redirect=1

Hitman, G. (2019). Gulf States’ Policy Towards Syrian Refugees: Charity Before Hospitality. Asian Affairs, 50(1), 80–101. https://doi.org/10.1080/03068374.2019.1567103

Husein, F., & Slama, M. (2018). Online piety and its discontent: Revisiting Islamic anxieties on Indonesian social media. Indonesia and the Malay World, 46(134), 80–93. https://doi.org/10.1080/13639811.2018.1415056

Kaya, A. (2015). Islamisation of Turkey under the AKP Rule: Empowering Family, Faith and Charity. South European Society and Politics, 20(1), 47–69. https://doi.org/10.1080/13608746.2014.979031

Krasteva, S., & Yildirim, H. (2016). Information, competition, and the quality of charities. Journal of Public Economics, 144, 64–77. https://doi.org/10.1016/j.jpubeco.2016.10.008

Kwak, D.-H. (Austin), Ramamurthy, K. (Ram), Nazareth, D., & Lee, S. (2018). The moderating role of helper’s high in anchoring process: An empirical investigation in the context of charity website design. Computers in Human Behavior, 84, 230–244. https://doi.org/10.1016/j.chb.2018.02.024

Latief, H. (2010). Melayani Umat. Jakarta: PT. Gramedia Psutaka Utama.

Latief, H. (2013). Agama dan Pelayanan Sosial: Interpretasi dan Aksi Filantropi dalam Tradisi Muslim dan Kristen di Indonesia. Jurnal Religi, IX No.2.

Lawrence J, F., & Mark D, M. (2003). Charity, Philanthropy, and Civility in American History. New York: Cambridge University Press.

Lee, R. (2015). Charity without Politics? Exploring the Limits of ‘Politics’ in Charity Law. Journal of Civil Society, 11(3), 271–282. https://doi.org/10.1080/17448689.2015.1061260

Lengauer, D. (2018). Sharing semangat taqwa: Social media and digital Islamic socialities in Bandung. Indonesia and the Malay World, 46(134), 5–23. https://doi.org/10.1080/13639811.2018.1415276

Lim, M., & Moufahim, M. (2015). The spectacularization of suffering: An analysis of the use of celebrities in ‘Comic Relief’ UK’s charity fundraising campaigns. Journal of Marketing Management, 31(5–6), 525–545. https://doi.org/10.1080/0267257X.2015.1020330

Linge, A. (2015). Filantropi Sebagai Keadilan Sosial. Jurnal Prespektif Ilmu EKonomi Darussalam, 1(2).

Littler, J. (2008). “I feel your pain”: Cosmopolitan charity and the public fashioning of the celebrity soul. Social Semiotics, 18(2), 237–251. https://doi.org/10.1080/10350330802002416

Littler, J. (2015). The new Victorians? Celebrity charity and the demise of the welfare state. Celebrity Studies, 6(4), 471–485. https://doi.org/10.1080/19392397.2015.1087213

Machsun, M. (2020). URGENSI MAQASID SYARIAH DALAM MERESPON PERUBAHAN DI ERA REVOLUSI INDUSTRI 4.0. Jurnal CONTEMPLATE, 1(01). Retrieved from http://e-jurnal.stitqi.ac.id/index.php/contemplate/article/view/7

Miller, H. (2012). A change in charity law for England and Wales: Examining War on Want’s foremost adoption of the new human rights charitable purpose. The International Journal of Human Rights, 16(7), 1003–1022. https://doi.org/10.1080/13642987.2011.646993

Mulder, M. R., & Joireman, J. (2016). Encouraging Charitable Donations via Charity Gift Cards: A Self-Determination Theoretical Account. Journal of Nonprofit & Public Sector Marketing, 28(3), 234–251. https://doi.org/10.1080/10495142.2015.1129249

Nguyen, D. T. (2015). Charity appeal story with a tribal stigma anti-climax twist – consequences of revealing unanticipated information in storytelling. Journal of Strategic Marketing, 23(4), 337–352. https://doi.org/10.1080/0965254X.2014.936893

Palmer, C. (2019). Charity, social justice and sporting celebrity foundations. Celebrity Studies, 0(0), 1–16. https://doi.org/10.1080/19392397.2019.1691029

Pelsmacker, P. D., Dens, N., & Meulenaer, S. D. (2020). The Effects of Model Ethnicity in Charity Appeals for Local and Global Charities. Journal of Nonprofit & Public Sector Marketing, 0(0), 1–20. https://doi.org/10.1080/10495142.2020.1798852

Pusceddu, A. M. (2020). The Moral Economy of Charity: Advice and Redistribution in Italian Caritas Welfare Bureaucracy. Ethnos, 0(0), 1–20. https://doi.org/10.1080/00141844.2019.1687538

Rahwan, Z., Hauser, O. P., Kochanowska, E., & Fasolo, B. (2018). High stakes: A little more cheating, a lot less charity. Journal of Economic Behavior & Organization, 152, 276–295. https://doi.org/10.1016/j.jebo.2018.04.021

Schram, R. (2010). Finding Money: Business and Charity in Auhelawa, Papua New Guinea. Ethnos, 75(4), 447–470. https://doi.org/10.1080/00141844.2010.539703

Shihab, M. Q. (2012). Tafsir al-Misbah: Pesan, Kesan dan Kesejahteraan al-Quran (Vol. 13). Jakarta: Lentera Hati.

Sjögren, Å. K. (2016). Negotiating charity. Scandinavian Journal of History, 41(3), 332–349. https://doi.org/10.1080/03468755.2016.1179827

Slama, M. (2018). Practising Islam through social media in Indonesia. Indonesia and the Malay World, 46(134), 1–4. https://doi.org/10.1080/13639811.2018.1416798

Statistics Indonesia, Persentase Penduduk Miskin September 2020 https://www.bps.go.id/pressrelease/2021/02/15/1851/persentase-penduduk-miskin-september-2020-naik-menjadi-10-19-persen.html accessed 17 November 2021.

Triwibowo, D. (2006). Gerakan Sosial: Wahana Civil Society bagi Demokrasi. Jakarta: Pustaka LP3ES.

Tuğal, C. (2016). Faiths with a Heart and Heartless Religions: Devout Alternatives to the Merciless Rationalization of Charity. Rethinking Marxism, 28(3–4), 418–437. https://doi.org/10.1080/08935696.2016.1243416

Urbonavičius, S., & Adomavičiūtė, K. (2015). Effect of Moral Identity on Consumer Choice of buying Cause-related Products Versus Donating for Charity. Procedia - Social and Behavioral Sciences, 213, 622–627. https://doi.org/10.1016/j.sbspro.2015.11.460

van Dijk, M., Van Herk, H., & Prins, R. (2019). Choosing your charity: The importance of value congruence in two-stage donation choices. Journal of Business Research, 105, 283–292. https://doi.org/10.1016/j.jbusres.2019.08.008

Wahid, D. (2015). Nurturing Salafi manhaj A study of Salafi pesantrens in contemporary Indonesia. Wacana, 15, 367. https://doi.org/10.17510/wacana.v15i2.413

Waltz, M. (2012). Images and narratives of autism within charity discourses. Disability & Society, 27(2), 219–233. https://doi.org/10.1080/09687599.2012.631796

Warren F, I. (2006). Otoritas Agama, Reformasi dan Filantropi di Dunia Islam. In Filantropi di Berbagai Tradisi Dunia. Jakarta: CRSC UIN Syarif Hidayatullah.

Wu, B., Jin, C., Monfort, A., & Hua, D. (2020). Generous charity to preserve green image? Exploring linkage between strategic donations and environmental misconduct. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2020.10.040

YAN, M. C., HUANG, X., FOSTER, K. W., & TESTER, F. (2007). Charity Development in China an Overview. Asia Pacific Journal of Social Work and Development, 17(1), 79–94. https://doi.org/10.1080/21650993.2007.9756013

Yuristiadhi, G. (2020). Filantropi Masyarakat Perkotaan: Transformasi Kedermawanan Muhammadiyah di Yogyakarta, 1912-1931. Yogyakarta: Suara Muhammadiyah.

Zencirci, G. (2020). Markets of Islam: Performative charity and the Muslim middle classes in Turkey. Journal of Cultural Economy, 13(5), 610–625. https://doi.org/10.1080/17530350.2020.1741426

DOI: http://dx.doi.org/10.33474/jisop.v3i2.13321