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

International Non-Governmental Organizations (INGOs) play a crucial role in addressing global issues, but their operations heavily rely on donations. The rise of social media offers new avenues for fundraising, but also exposes INGOs and potential donors to the risks of fake news. This research explores the complex relationship between social media usage, fake news exposure, and the intention of social media users to donate online to INGOs. The global NGO market is expanding, reaching $291.03 billion in 2022, with online donations growing significantly. While the COVID-19 pandemic presented challenges for NGOs, it also accelerated the shift towards online fundraising through social media platforms. These platforms provide enhanced accessibility and engagement opportunities for INGOs to connect with potential donors worldwide. However, the proliferation of fake news on social media poses a significant threat, potentially damaging INGO reputations and deterring donations. Examples of fake news impacting INGOs include false reports about the Red Cross and accusations against ActionAid and Save the Children. While the impact of fake news has been studied in various sectors, research on its effects on the NGO sector remains limited. This study aims to bridge this gap by investigating the antecedents of online donation intentions toward INGOs, considering the prevalence of fake news on social media.

The study's theoretical framework is grounded in the Theory of Planned Behavior (TPB), which posits that behavioral intentions are primarily influenced by attitudes, subjective norms, and perceived behavioral control. Existing literature highlights the influence of factors such as associational participation, project information, retweeter information, social media information, individual attitudes, and perceived behavioral control on donation intentions. Studies have explored the impact of charitable projects, non-profit organizations, and the internet on attitudes towards online donations. The role of motivational theories in predicting donation behavior is also emphasized, with TPB offering a robust framework for understanding online donation intentions. The study extends previous models by examining the influence of fake news exposure on social media users' attitudes and intentions toward online donations to INGOs. The rapid spread and long lifespan of fake news on social media pose a challenge to INGOs, potentially impacting their brand image and donor trust. This study hypothesizes that social media usage and INGO brand reputation positively influence the sharing of fake news, which in turn impacts perceived risks of online donations, attitudes toward donating online, and the intention to donate online.

This quantitative study employed a self-administered online survey among Romanian social media users during the summer of 2023. Snowball convenience sampling was used to recruit participants, focusing on those who had donated online to INGOs in the past 12 months. The questionnaire included items measuring constructs derived from the literature, assessed on a 5-point Likert scale. Data analysis involved a two-phase process using SmartPLS 3.0 for structural equation modeling. The first phase focused on assessing the measurement model's validity and reliability, evaluating indicators such as Cronbach's alpha, composite reliability, and average variance extracted. Discriminant validity was tested using the Fornell-Larcker criterion and Heterotrait-Monotrait ratio. The second phase analyzed the relationships between the latent variables, testing hypotheses using a bootstrap procedure. Collinearity analysis was performed to check for multicollinearity among items and constructs. The sample comprised 1629 respondents, with demographic details provided (mostly female, urban residents, aged 18-50, high school/college graduates, with average monthly income). The survey measured constructs including social media usage (SMU), brand reputation of INGOs (BRINGO), sharing fake news about INGOs (SFINGO), perceived risks of online donations (PRODINGO), attitude towards online donations (ADONGO), intention to donate online (IDONGO), and brand image of INGOs (BIINGO). Each construct was measured by multiple items, the reliability and validity of which were assessed.

All ten hypotheses were supported, indicating significant positive relationships between the constructs. Specifically: 1. Social media usage significantly and positively influences the intention to share fake news about INGOs (H1, β = 0.240, p < 0.001). 2. INGOs' brand reputation significantly and positively influences the sharing of fake news about them (H2, β = 0.111, p < 0.001). 3. Sharing fake news about INGOs significantly and positively influences perceived risks of online donations (H3, β = 0.131, p < 0.001). 4. Sharing fake news about INGOs significantly and positively influences attitudes towards online donations (H4, β = 0.170, p < 0.001). 5. Sharing fake news about INGOs significantly and positively influences the intention to donate online (H5, β = 0.038, p < 0.025). 6. Perceived risks of online donations significantly and positively influence the intention to donate online (H6, β = 0.080, p < 0.001). 7. Attitudes toward online donations significantly and positively influence perceived risks of online donations (H7, β = 0.706, p < 0.001). 8. Attitudes toward online donations significantly and negatively influence the intention to donate online (H8, β = -0.063, p < 0.05). 9. Attitudes toward online donations significantly and positively influence the brand image of INGOs (H9, β = 0.073, p < 0.01). 10. Brand image of INGOs significantly and positively influences the intention to donate online (H10, β = 0.743, p < 0.001). The R-squared values indicated that the model explained a substantial portion of the variance in perceived risks of online donations (R² = 0.547) and intention to donate online (R² = 0.562).

The findings confirm the significant role of social media in shaping perceptions and intentions related to online donations to INGOs. The positive relationship between social media usage and fake news sharing highlights the need for INGOs to proactively manage their online presence and address misinformation. The impact of brand reputation on fake news sharing underscores the importance of building and maintaining a strong, trustworthy brand image. The positive relationship between sharing fake news and perceived donation risks highlights the potential for negative consequences of misinformation. The negative relationship between attitudes toward online donations and intention to donate online is unexpected and warrants further investigation. It may suggest that negative attitudes could reflect underlying anxieties about online security or trust, overriding the positive aspects of online donation convenience. The findings contribute to a better understanding of the interplay between social media, fake news, and online donation behavior. These insights have implications for developing effective communication strategies to improve online fundraising for INGOs.

This research provides valuable insights into the factors influencing online donations to INGOs in the context of fake news. The study demonstrates the crucial roles of social media usage and brand reputation, while emphasizing the challenges posed by the spread of misinformation. Key findings highlight the need for INGOs to invest in strong online brand management, address fake news proactively, and build trust with potential donors. Future research could explore these relationships in other cultural contexts, utilize longitudinal designs, and investigate different types of NGOs and fundraising causes.

The study's limitations include the use of convenience sampling, limiting the generalizability of findings beyond the Romanian context. The cross-sectional design prevents establishing causal relationships between variables. Future research should employ probability sampling, longitudinal designs, and investigate diverse cultural contexts. The study focused solely on international NGOs; future research could compare findings across different types of NGOs.