Media Exposure to Charitable Organisations Activities and their Credibility among Youth in Egypt

Charitable organisations (COs) play a vital role in society. They help the poor and the needy through collecting aid in the form of charity from those who have and deliver them to those in need. Given that COs rely heavily on donors’ generosity, thus, their perceptions of COs credibility and their attitude toward charities are the ultimate base for building a healthy and sustainable relationship between the charities and the donors. This research set out to examine the correlation between media exposure to COs activities and their credibility among them. In addition to this, the research is aiming at examining the correlations between media exposure and Egyptian youth attitudes towards COs. This research used a survey method through using a questionnaire tool to collect data from Egyptian youth (n = 275). The results revealed that, the majority of respondents exposure to COs activities through TV ads or charities SNS pages. Moreover, the research highlighted that most of the sample hold positive and neutral attitudes towards COs in Egypt. Furthermore, media exposure correlated positively with both respondents perceptions of COs credibility and with their attitude towards them. The conclusion highlighted implications for charities communications. Future research may focus on the Egyptians’ attitude towards COs reaction to the coronavirus pandemic, and how these charities carried out media marketing of their social responsibility during the crisis through social networking sites.