Factors influencing individuals' willingness to donate online to international NGOs during the prevalence of fake news on social media.
In the contemporary era, international non-governmental organizations (INGOs) play a crucial role in addressing global challenges and meeting the needs of communities worldwide. However, INGOs heavily rely on donations to sustain their operations and initiatives. The advent of social media platforms has revolutionized communication and fundraising efforts for INGOs, providing a vast reach and engaging potential donors. Nevertheless, the prevalence of fake news on social media poses a significant challenge, impacting users' perceptions and behaviors.
The study under review delves into the predictors of social media users' intention to donate online to INGOs, particularly focusing on the influence of social media usage, INGOs' brand reputation, and the dissemination of fake news. Employing the Theory of Planned Behavior (TPB) as a conceptual framework, the research collected data through an online survey from 1629 potential donors to INGOs. Structural equation modeling was utilized to analyze the data and assess the proposed model.
The findings of the study shed light on several key insights. Social media usage was found to positively influence the sharing of fake news about INGOs, which subsequently impacted users' attitudes towards online donations, perceived risks associated with online donations, and the brand image of INGOs. Brand reputation of INGOs was identified as a significant factor in the dissemination of fake news and shaping users' perceptions of online donations. The study also highlighted the nuanced relationship between sharing fake news, users' attitudes, perceived risks, and their intention to donate online to INGOs.
The research offers valuable implications for communication specialists and INGOs seeking to enhance their online donation strategies in the era tainted by misinformation. Strategies to combat the spread of fake news, build and safeguard brand reputation, and mitigate perceived risks of online donations are essential for fostering trust and encouraging online contributions to INGOs. The study underscores the importance of tailored communication approaches and proactive measures to counter the negative impact of fake news on donor intentions and behaviors.
Furthermore, the study emphasizes the significance of brand image in influencing users' intention to donate online, suggesting that INGOs should prioritize brand management and communication strategies to resonate with potential donors effectively. The implications provided by the research offer practical guidance for enhancing online donation initiatives, mitigating risks associated with misinformation, and fostering positive donor relationships in the digital landscape.
While the study provides valuable insights into the dynamics of online donations to INGOs amidst the prevalence of fake news, there are inherent limitations that warrant consideration. The research focused on a specific demographic in Romania, limiting the generalizability of the findings. Future studies could extend the research to diverse cultural contexts and explore the impact of online donation behaviors across different types of NGOs and generations.
In conclusion, the study contributes significantly to the understanding of the factors influencing online donation intentions towards INGOs in the context of the digital age. By unraveling the intricate interplay of social media usage, brand reputation, fake news dissemination, and donor behaviors, the research offers actionable recommendations for communication professionals and INGOs to navigate the challenges posed by misinformation and foster a conducive environment for online donations.
Source: https://www.nature.com/articles/s41599-024-02900-1
The study under review delves into the predictors of social media users' intention to donate online to INGOs, particularly focusing on the influence of social media usage, INGOs' brand reputation, and the dissemination of fake news. Employing the Theory of Planned Behavior (TPB) as a conceptual framework, the research collected data through an online survey from 1629 potential donors to INGOs. Structural equation modeling was utilized to analyze the data and assess the proposed model.
The findings of the study shed light on several key insights. Social media usage was found to positively influence the sharing of fake news about INGOs, which subsequently impacted users' attitudes towards online donations, perceived risks associated with online donations, and the brand image of INGOs. Brand reputation of INGOs was identified as a significant factor in the dissemination of fake news and shaping users' perceptions of online donations. The study also highlighted the nuanced relationship between sharing fake news, users' attitudes, perceived risks, and their intention to donate online to INGOs.
The research offers valuable implications for communication specialists and INGOs seeking to enhance their online donation strategies in the era tainted by misinformation. Strategies to combat the spread of fake news, build and safeguard brand reputation, and mitigate perceived risks of online donations are essential for fostering trust and encouraging online contributions to INGOs. The study underscores the importance of tailored communication approaches and proactive measures to counter the negative impact of fake news on donor intentions and behaviors.
Furthermore, the study emphasizes the significance of brand image in influencing users' intention to donate online, suggesting that INGOs should prioritize brand management and communication strategies to resonate with potential donors effectively. The implications provided by the research offer practical guidance for enhancing online donation initiatives, mitigating risks associated with misinformation, and fostering positive donor relationships in the digital landscape.
While the study provides valuable insights into the dynamics of online donations to INGOs amidst the prevalence of fake news, there are inherent limitations that warrant consideration. The research focused on a specific demographic in Romania, limiting the generalizability of the findings. Future studies could extend the research to diverse cultural contexts and explore the impact of online donation behaviors across different types of NGOs and generations.
In conclusion, the study contributes significantly to the understanding of the factors influencing online donation intentions towards INGOs in the context of the digital age. By unraveling the intricate interplay of social media usage, brand reputation, fake news dissemination, and donor behaviors, the research offers actionable recommendations for communication professionals and INGOs to navigate the challenges posed by misinformation and foster a conducive environment for online donations.
Source: https://www.nature.com/articles/s41599-024-02900-1
Comments
Post a Comment