The Influence of Social Media on Charitable Fundraising

49 Pages Posted: 14 Jul 2018

See all articles by Ernan Haruvy

Ernan Haruvy

University of Texas at Dallas - Naveen Jindal School of Management

Peter T. L. Popkowski Leszczyc

University of Queensland - Business School

Date Written: June 23, 2018

Abstract

Charities increasingly utilize social media tools in fundraising. This research studies three mechanisms by which Facebook “likes” affect charitable behavior: (1) signaling, (2) commitment escalation, and (3) social contagion. The first study manipulates the number of Facebook likes on a page and finds support for a signaling effect of the aggregate Facebook likes on charitable intent. The second study manipulates whether the visitor clicks a Facebook like or not. Results show that the act of “liking” a fundraising page in and of itself escalates one’s charitable intent. An auction field study sells artwork created by under-privileged youth, and utilizes Facebook and Facebook likes to disseminate word of mouth about these auctions. Results show that social media increases willingness to pay (WTP) in charity auctions. The number of Facebook likes has a direct signaling effect and an indirect social contagion effect on WTP, as Facebook friends pass on information, through their likes. Consistent with the commitment escalation hypothesis, clicking a Facebook like has a direct effect on WTP.

Keywords: Social Media, Facebook Likes, Charity, Auctions

JEL Classification: D44, M31, D64, C93

Suggested Citation

Haruvy, Ernan and Popkowski Leszczyc, Peter T. L., The Influence of Social Media on Charitable Fundraising (June 23, 2018). Available at SSRN: https://ssrn.com/abstract=3201494 or http://dx.doi.org/10.2139/ssrn.3201494

Ernan Haruvy

University of Texas at Dallas - Naveen Jindal School of Management ( email )

P.O. Box 830688
Richardson, TX 75083-0688
United States

Peter T. L. Popkowski Leszczyc (Contact Author)

University of Queensland - Business School ( email )

Brisbane, Queensland 4072
Australia

Register to save articles to
your library

Register

Paper statistics

Downloads
128
Abstract Views
496
rank
222,277
PlumX Metrics