Building a thriving community of charity donors and participants hinges on understanding the vital role of timely feedback, interactive engagement, and immersive experiences.
Full article: mdpi.com
Synopsis:
The study “Who Clicks on Online Donation? Understanding the Characteristics of SNS Users during Participation in Online Campaigns” by Eun Young Park and Prof. Jin Hwa Rhee explores the traits of Social Network Service (SNS) users in online donation campaigns. Using self-construal level theory, the research looks at how users' independent and interdependent traits affect their social interactions and donation behaviors.
The hypothesis suggests that those with interdependent traits engage more socially, fostering empathy and increasing online donation participation. The study uncovers psychological links between online social interaction and donation behavior, offering insights for non-profit organizations.
The article emphasizes the importance of corporate social responsibility (CSR) and individual efforts for social sustainability. Digital platforms, especially online media, offer promising avenues for donations, free from time or space constraints. The study focuses on understanding mechanisms driving online donation engagement, providing practical guidance for NGOs and individuals in digital donation marketing.
Implications for the Future:
The study reveals crucial psychological mechanisms connecting social interaction on SNS platforms to online donation behavior, offering insights for effective donation campaigns.
Leveraging digital platforms is essential to broaden donation opportunities, overcoming time and space barriers. Platforms like I Donate My Way provide accessible and efficient means for potential donors, aligning with identified mechanisms and supporting the evolving landscape of online donations.
By simplifying information access and encouraging active participation, such platforms contribute to the importance of online avenues, enhancing donation engagement and social sustainability. Individuals can seamlessly contribute to causes they care about, emphasizing the role of online platforms in fostering donation participation.
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