Business

Predictors of social media users' intention to donate online towards international NGOs in the fake news era

D. Obadă, D. Dabija, et al.

This intriguing study reveals the factors driving social media users in Romania to donate online to international NGOs, especially amidst the challenges posed by fake news. Conducted by Daniel-Rareş Obadă, Dan-Cristian Dabija, and Veronica Câmpian, it highlights the critical role of social media usage and INGO brand reputation in influencing donation intentions. Discover how communication specialists can navigate misinformation to enhance online giving!

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Playback language: English

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Abstract

This study investigates the factors influencing social media users' intent to donate online to international NGOs (INGOs) in the age of fake news. Utilizing the Theory of Planned Behavior (TPB), the researchers employed an online survey of 1629 potential donors in Romania. Structural equation modeling revealed that social media usage and INGO brand reputation positively impact fake news sharing, perceived donation risks, attitudes toward online donations, and INGO brand image. These findings offer insights for communication specialists to enhance online donations to INGOs amidst misinformation.

Publisher

Humanities and Social Sciences Communications

Published On

Mar 08, 2024

Authors

Daniel-Rareş Obadă, Dan-Cristian Dabija, Veronica Câmpian

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