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

Authors

  • Jihye Lee Jacksonville State University

Keywords:

individuals’ behaviour, nonprofit social media, Social Networking Sites (SNSs), heuristic models

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.

Downloads

Download data is not yet available.

References

Aaker, J. L., & Akutsu, S. (2009). Why do people give? The role of identity in giving. Journal of Consumer Psychology, 19, 267-270.

Bailenson, J. N., Iyengar, S., Yee, N., & Collins, N.A. (2008). Facial similarity between voters and candidates causes influence. Public Opinion Quarterly, 72(5), 935-961.

Batson, D. C., & Berkowitz, L. (1987). Prosocial motivation: is it ever truly altruistic? Advances in Experimental Social Psychology, 20, 65-122.

Baumeister, R. F., & Leary, M. R. (1995). The need to belong: desire for interpersonal attachments as a fundamental human motivation. Psychology Bulletin, 17(3), 497-529.

Boudreau, E. (2009). The real benefits of social networking. Articlesbase. http://www.articlesbase.com/social-marketing-articles/thereal-benefit-of-social-networking-1451815.html. Accessed 07 February 2013.

Burger, J. M., Messian, N., Patel, S., del Prado, A., & Anderson, C. (2004). What a coincidence! The effects of incidental similarity on compliance. Society for Personality and Social Psychology, 30(1), 35-43.

Cacioppo, J., & Petty, R. E. (1982). The need for cognition. Journal of Personality and Social Psychology, 42(1), 116-131.

Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), 752-766.

Cialdini, R. B. (2000). Influence: the science of persuasion. New York: Allyn Bacon.

Dovidion, J. F., Gaertner, S. L., Validzic, A., Matoka, K., Johnson, B., & Frazier, S. (1997). Extending the benefits of recategorization: evaluations, self-disclosure, and helping. Journal of Experimental Social Psychology, 33(4), 401-420.

Eisenberg, N., & Fabes, R. A. (1990). Empathy: conceptualization, measurement, and relation to prosocial behavior. Motivation and Emotion, 14(2), 131-149.

Flippen, A. R., Hornstein, H. A., Siegal, W. E., & Weitzman, E. A. (1996). A comparison of similarity and interdependence as triggers for in group formation. Personality and Social Psychology Bulletin, 76, 338-402.

Haider, H. (2012). 7 creative ways nonprofits can use social media to drive donations. HubSpot.

http://blog.hubspot.com/blog/tabid/6307/bid/33462/7-Creative-Ways-Nonprofits-Can-Use-SocialMedia-to-DriveDonations.aspx#ixzz2NCVgMxQS. Accessed 01 February 2013.

Johnson, T., & Kayne, B. (2003). Wag the blog: how reliance on traditional media and the Internet influence credibility perceptions of weblogs among blog users. Journalism & Mass CommunicationQuarterly, 11(3), 622-642.

Kanter, B. (2009). 4 ways social media is changing the nonprofit world. Mashable. http://mashable.com/2009/05/22/non-profit-social-media/. Accessed 07 February 2013.

Klingsheim, G. (2010). How can non-profit organizations use social networking. Articlesbase. http://www.articlesbase.com/internet-marketing-articles/how-can-nonprofit-organizations-use-socialnetworking-1795491.html. Accessed 07 February 2013.

Krebs, D. (1975). Empathy and altruism. Journal of Personality and Social Psychology, 32(6), 1134-1146.

Lee, R. M., & Robbins, S. B. (1995). Measuring belongingness: the Social Connectedness and the Social Assurance Scales. Journal of Counseling Psychology, 42, 232-241.

Nielsen (2009). Global faces and networked places. A Nielsen report on social networking’s new global footprint. The Nielsen Company. http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2009/03/nielsen_globalfaces_mar09.pdf. Accessed 07 February 2013.

Park, D., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchase intention: the moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148.

Pelham, B. W., Mirenberg, M. C., & Jones J. T. (2002). Why Susie sells seashells by the seashore:implicit egotism and major life decisions. Journal of Personality and Social Psychology, 82(4), 469-487.

Ratner, R. K., & Miller, D. T. (2001). The norm of self-interest and its effects on social action. Journal of Personality and Social Psychology, 81(1), 5-16.

Reingen, P. H., & Kernan, J. B. (1993). Social perception and interpersonal influence: some consequences of the physical attractiveness stereotype in a personal selling setting. Journal of Consumer Psychology, 2, 25-38.

Rosenberg, M. (1965). Society and the adolescent self-image. Princeton, NJ: Princeton University Press.

Shah, A. K., & Oppenheimer, D. M. (2008). Heuristics made easy: an effort-reduction framework. Psychological Bulletin, 134(2), 207-222.

Shao, G. (2009). Understanding the appeal of user-generated media: a uses and gratification perspective. Internet Research, 19(1), 7-25.

Small, D. A., & Simonsohn, U. (2007). Friends of victims: personal experience and prosocial behavior. Journal of Consumer Research, 35, 532-542.

Small, D. A., & Verrochi, N. M. (2009). The face of need: facial emotion expression on charity advertisements. Journal of Marketing Research, 46(6), 777-787.

Stephan, A. T., & Galak, J. (2012). The effects of traditional and social earned media on sales: a study of microlending marketplace. Journal of Marketing Research, 49(5), 624-639.

Storm, S. (2009). Charities reap benefits of contests on Internet. New York Times, May 9th, A19.

Tredinnick, L. (2006). Web 2.0 and business: a pointer to the intranets of the future. Business Information Review, 23(4), 228-234.

Waters, R. D. (2009). The use of social media by nonprofit organizations: an examination from the diffusion of innovations perspective. In T. Dumova, & R. Fiordo (Eds.) Handbook of research on social interaction technologies and collaboration software: concepts and trends (pp. 473-485). Hershey, PA: IGI Publishing.

Waters, R. D., Burnette, E., Lamm, A., & Lucas, J. (2009). Engaging stakeholders through social networking: how nonprofit organizations are using Facebook. Public Relations Review, 35(2), 102-106.

Zhong, B., Hardin, M., & Sun, T. (2011). Less effortful thinking leads to more social networking? The associations between the use of social network sites and personality traits. Computers in Human Behavior, 27, 1265-1271.

Downloads

Published

2014-08-01

How to Cite

Lee, J. (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, 2(2), 15–21. Retrieved from https://responsibility-sustainability.org/index.php/R-S/article/view/32

Issue

Vol. 2 No. 2 (2014)

Section

Original Articles

License

Copyright (c) 2022 Creative Commons License CC-BY-NC-ND

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.