Philanthropic activities have gained paramount importance in today’s world. The purpose of this paper is twofold. Firstly, the authors propose a model to comprehend the process of philanthropy (corporate as well as celebrity) in creating word of mouth intentions (hereafter WoM). Secondly, it attempts to explore the interaction effects of these philanthropies on WoM intentions. A structural equation model is tested in a sample of 400 FMCG consumers in Pakistan. The results confirm that both corporate and celebrity philanthropy directly and positively affect WoM intentions. However, their interaction effect is found to be insignificant on WoM intentions. This study has meaningful implications that involving philanthropic celebrities in corporate philanthropy-based advertisements may garner favorable consumers’ WoM intentions. It lies among the pioneering studies to empirically investigate the understudied model of corporate and celebrity philanthropy in order to understand the creation of WoM intentions.

慈善活动在当今世界变得极为重要。本文的目的是双重的。首先，作者提出了一个模型来理解慈善事业（企业和名人）在创造口碑意图（以下简称 WoM）的过程。其次，它试图探索这些慈善事业对WoM意图的交互作用。在巴基斯坦 400 名快速消费品消费者的样本中测试了结构方程模型。结果证实，企业和名人慈善事业都直接且积极地影响了口碑意图。然而，发现它们的交互作用对 WoM 意图是微不足道的。这项研究具有有意义的意义，即让慈善名人参与基于企业慈善的广告可能会获得有利的消费者的口碑意图。