Provided by the author(s) and NUI Galway in accordance with publisher policies. Please cite the published version when available. Downloaded 2020-04-25T20:31:29Z Some rights reserved. For more information, please see the item record link above. Title When does “liking” a charity lead to donation behaviour?: Exploring conspicuous donation behaviour on social media platforms Author(s) Wallace, Elaine; Buil, Isabel; de Chernatony, Leslie Publication Date 2017-11 Publication Information Elaine, Wallace, Isabel, Buil, & Leslie, de Chernatony. (2017). When does “liking” a charity lead to donation behaviour?: Exploring conspicuous donation behaviour on social media platforms. European Journal of Marketing, 51(11/12), 2002- 2029. doi: doi:10.1108/EJM-03-2017-0210 Publisher Emerald Link to publisher's version https://doi.org/10.1108/EJM-03-2017-0210 Item record http://hdl.handle.net/10379/7037 DOI http://dx.doi.org/10.1108/EJM-03-2017-0210