Abstract
[Paragraph 1 of Introduction] : Marketers and marketing researchers have become accustomed to thinking about consumption behaviors as expressions of personal identity embedded in social networks. This paper argues that philanthropic behaviors (whether to donate or not, amount to donate, portfolio of donations) may likewise express personal identity in the service of, or resulting from, networks of social ties – that is may be mediated by social capital. The paper examines the relationship between Jewish identity, religious practice, social capital and philanthropy in the North American Jewish community. Using social capital theory the paper argues that Jewish identity gives rise to binding social capital. This network structure, in turn, induces members to support the network through philanthropic behavior, and makes networkmediated benefits available to members. Keywords: CVSS, Centre for Voluntary Sector Studies, Working Paper Series,TRSM, Ted Rogers School of Management
Highlights
Marketers and marketing researchers have become accustomed to thinking about consumption behaviors as expressions of personal identity embedded in social networks
It is important to note that each of ritual practice and communal embeddedness mediates some aspect of identity, but neither does so completely. When both mediators are included in the regression model is the influence of identity non-significant. These results indicate that rather than being a direct expression of Jewish identity, Jewish philanthropy instead is a joint consequence of Jewish religious practice and communal ties
The finding that Jewish philanthropy is parochial is consistent with recent challenges to the social justice hypothesis
Summary
Marketers and marketing researchers have become accustomed to thinking about consumption behaviors as expressions of personal identity embedded in social networks. This paper argues that philanthropic behaviors (whether to donate or not, amount to donate, portfolio of donations) may likewise express personal identity in the service of, or resulting from, networks of social ties – that is may be mediated by social capital. The paper examines the relationship between Jewish identity, religious practice, social capital and philanthropy in the North American Jewish community. Using social capital theory the paper argues that Jewish identity gives rise to binding social capital. This network structure, in turn, induces members to support the network through philanthropic behavior, and makes networkmediated benefits available to members
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