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Religious Influencers on Social Media: Do They Really Affect Followers’ Religiosity and Intention to Donate?

In: Proceedings of the 19th International Symposium on Management (INSYMA 2022)

Author

Listed:
  • Rosaline Benefiola Joanly

    (Petra Christian University)

  • Serli Wijaya

    (Petra Christian University)

  • Ferry Jaolis

    (Petra Christian University)

Abstract

The purpose of this study is to examine the effect of religious influencers’ credibility on followers’ religiosity, social media engagement, and donation intention. Primary data was acquired through online surveys to 204 Instagram and TikTok followers of the religious influencers. PLS-SEM technique was utilized to assess the structural model in the study. The results show that the credibility of religious influencers, respectively, has a direct and significant effect on followers’ religiosity, social media engagement, and donation intention. Followers’ religiosity significantly mediates the effect of religious influencers’ credibility on followers’ social media engagement. In addition, followers’ social media engagement appears to be a significant mediating variable of the effect of religious influencers’ credibility on followers’ donation intention.

Suggested Citation

  • Rosaline Benefiola Joanly & Serli Wijaya & Ferry Jaolis, 2023. "Religious Influencers on Social Media: Do They Really Affect Followers’ Religiosity and Intention to Donate?," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 19th International Symposium on Management (INSYMA 2022), pages 805-813, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-008-4_101
    DOI: 10.2991/978-94-6463-008-4_101
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