African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4164

Full Length Research Paper

Using the online environment as a strategic tool in social communication campaigns: A case study regarding school dropout prevention programs in Romania

Corina Serban*, Alexandra Perju and Octav-Ionut Macovei
Department of Marketing, Faculty of Marketing, Academy of Economic Studies, 6, Piata Romana, 010374, Bucharest, Romania.    
Email: [email protected]

  •  Accepted: 09 August 2011
  •  Published: 30 September 2011


This study focuses on the influence of four attributes of website credibility, trust, expertise, design and promotion, on consumers’ perception regarding online dropout prevention campaigns. Using a total sample of 296 subjects, the study develops a multiple regression model to test the availability of families, with medium to high incomes, to financially sustain poor children in Romania to attend school. Moreover, the study describes the effects of online credibility on persuasion and action, emphasizing the direct influence of a dropout prevention campaign on consumer. The results show the relationships between (a) online credibility and trust, expertise, design and promotion, (b) online credibility and persuasion, and (c) online credibility and action. In addition, online credibility was found to have a positive influence on consumers’ behavior regarding dropout prevention programs. The findings provide further support in acknowledging the importance of the online environment in fundraising activities.


Key words: Online environment, social campaigns, internet strategy, dropout prevention programs, credibility.