Abstract

International non-governmental organizations (INGOs) operate worldwide to fulfil important needs and issues faced by global communities, but they are highly dependent on donations. Social media facilitates communication with potential donors but exposes them to fake news. This study examines the effect of a set of predictors of social media users’ intention to donate online to international NGOs, using the Theory of Planned Behaviour (TPB) as a conceptual structure. A self-administered online survey was used to collect data from 1629 potential donors to INGOs, and structural equation modelling with SmartPLS 3.0 was employed for assessing the model. The study reveals that social media usage and INGOs’ brand reputation positively impact the sharing of fake news, perceived risks of online donations, attitude towards online donations, and brand image of INGOs. Communication specialists could utilise these insights to boost online donations towards INGOs in the age of misinformation.

Details

Title
Predictors of social media users’ intention to donate online towards international NGOs in the fake news era
Author
Obadă, Daniel-Rareș 1 ; Dabija, Dan-Cristian 2   VIAFID ORCID Logo  ; Câmpian, Veronica 3 

1  Alexandru Ioan Cuza University of Iași, Department of Communication Sciences and Public Relations, Faculty of Philosophy and Socio-Political Sciences, Iași, Romania (GRID:grid.8168.7) (ISNI:0000 0004 1937 1784) 
2  Babeș-Bolyai University, Department of Marketing, Faculty of Economics and Business Administration, Cluj-Napoca, Romania (GRID:grid.7399.4) (ISNI:0000 0004 1937 1397) 
3  Babeș-Bolyai University, Department of Communication, Public Relations and Advertising, Faculty of Political, Administrative and Communication Sciences, Cluj-Napoca, Romania (GRID:grid.7399.4) (ISNI:0000 0004 1937 1397) 
Pages
379
Publication year
2024
Publication date
Dec 2024
Publisher
Springer Nature B.V.
e-ISSN
2662-9992
Source type
Scholarly Journal
Language of publication
English
DOI
https://doi.org/10.1057/s41599-024-02900-1
ProQuest document ID
2952830129
Copyright
© The Author(s) 2024. This work is published under http://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.