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Donate to my friend’s posting: the role of incidental similarity on heuristic processing of donations in non-profit social media

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  • Jihye Lee

    (Jacksonville State University)

Abstract

Asking for resources can be an uncomfortable task for nonprofits, especially during times of economic recession and anytime as an increasing number of organizations compete for charitable donations, volunteers, and other scarce philanthropic revenues. At this purpose, Social Networking Sites (SNSs) offer nonprofits a valuable and cost-effective way to engage audiences and promote causes. On the above basis, this paper explores the reasons what drive individuals to donate their money to charity, and how donors choose among competing causes within the context of SNSs. Finally, a donation heuristic model is suggested to explain individuals’ behaviour based on their perceived similarities.

Suggested Citation

  • Jihye Lee, 2014. "Donate to my friend’s posting: the role of incidental similarity on heuristic processing of donations in non-profit social media," Responsibility and Sustainability, IAPNM LATAM, vol. 2(2), pages 15-21, May-Augus.
    • Handle: RePEc:ayu:journl:v:2:y:2014:i:2:p:15-21
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    More about this item

    Keywords

    individuals’ behaviour; nonprofit social media; Social Networking Sites (SNSs); heuristic models;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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