Browsing by Author "Bastos, Anita Pinho Nogueira"
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- The Role of Reddit in Fundraising Efforts During War Times in a Digital ERA: Safe Passage for Ukraine Case StudyPublication . Bastos, Anita Pinho Nogueira; Rosinha, AntónioThis internship report has as main objective the impact of the Reddit platform for fundraising related to the war in Ukraine. This theme was chosen considering the volunteer work that the student has been carrying out since March 2022 and the importance that donations have for the safety and survival of the Ukrainian people. This study focuses on analyzing how content marketing used in a war context can contribute to fundraising on the social network Reddit. This investigation was conducted in a mixed format – quantitative and qualitative analysis, through content analysis of published posts and a questionnaire. The results of the latter were analyzed using SPSS software (Statistical Package for the Social Sciences). The results of this investigation confirm that the Reddit platform is a fundamental tool for fundraising, as well as that the use of images of real families helped by the organization in question positively influence the intention to donate.