The Effectiveness of Crowdfunding Promotions on Social Media in Affecting Donation Intention: An Exploratory Survey on Millennials
Social media has become an effective marketing tool, including donation-based crowdfunding platforms, to reach potential donors. The research aimed to analyze the effectiveness of social media promotion in affecting the online donation intention of millennial generations. With the S-O-R theory, the...
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| Format: | Article |
| Language: | English |
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Bina Nusantara University
2022-10-01
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| Series: | Binus Business Review |
| Subjects: | |
| Online Access: | https://journal.binus.ac.id/index.php/BBR/article/view/8468 |
| _version_ | 1797703828210974720 |
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| author | Gladys Greselda Gosal Irantha Hendrika Kenang Laura Mahendratta Tjahjono |
| author_facet | Gladys Greselda Gosal Irantha Hendrika Kenang Laura Mahendratta Tjahjono |
| author_sort | Gladys Greselda Gosal |
| collection | DOAJ |
| description | Social media has become an effective marketing tool, including donation-based crowdfunding platforms, to reach potential donors. The research aimed to analyze the effectiveness of social media promotion in affecting the online donation intention of millennial generations. With the S-O-R theory, the research used variables like content likeability (S), social media attributes (S), social media engagement (O), perceived credibility (O), and intention to donate (R). Then, quantitative measures were used by distributing questionnaires to the selected sample, and 152 responses were collected. The data were analyzed using SEM. The results show that intention to donate is indeed affected by social media engagement and perceived credibility. On the other hand, perceived credibility is affected by both content likeability and social media attributes. However, the results find that social media engagement is only affected by content likeability and is not influenced by social media attributes. The distinctive finding can be due to the different behavior shown by social media users toward fundraising platforms, as they only want to donate and rarely engage in the fundraiser’s social media. The research calls for further investigation using multidimensional constructs to evaluate the drivers of intention to donate. Alternatively, further research can also be conducted to analyze the behavioral differences between millennials and other generations. |
| first_indexed | 2024-03-12T05:11:15Z |
| format | Article |
| id | doaj.art-fb39c5b3b3424e148ad969d7ddda4a7e |
| institution | Directory Open Access Journal |
| issn | 2087-1228 2476-9053 |
| language | English |
| last_indexed | 2024-03-12T05:11:15Z |
| publishDate | 2022-10-01 |
| publisher | Bina Nusantara University |
| record_format | Article |
| series | Binus Business Review |
| spelling | doaj.art-fb39c5b3b3424e148ad969d7ddda4a7e2023-09-03T08:41:00ZengBina Nusantara UniversityBinus Business Review2087-12282476-90532022-10-0113323324010.21512/bbr.v13i3.84687542The Effectiveness of Crowdfunding Promotions on Social Media in Affecting Donation Intention: An Exploratory Survey on MillennialsGladys Greselda Gosal0Irantha Hendrika Kenang1Laura Mahendratta Tjahjono2Universitas Ciputra SurabayaUniversitas Ciputra SurabayaUniversitas Ciputra SurabayaSocial media has become an effective marketing tool, including donation-based crowdfunding platforms, to reach potential donors. The research aimed to analyze the effectiveness of social media promotion in affecting the online donation intention of millennial generations. With the S-O-R theory, the research used variables like content likeability (S), social media attributes (S), social media engagement (O), perceived credibility (O), and intention to donate (R). Then, quantitative measures were used by distributing questionnaires to the selected sample, and 152 responses were collected. The data were analyzed using SEM. The results show that intention to donate is indeed affected by social media engagement and perceived credibility. On the other hand, perceived credibility is affected by both content likeability and social media attributes. However, the results find that social media engagement is only affected by content likeability and is not influenced by social media attributes. The distinctive finding can be due to the different behavior shown by social media users toward fundraising platforms, as they only want to donate and rarely engage in the fundraiser’s social media. The research calls for further investigation using multidimensional constructs to evaluate the drivers of intention to donate. Alternatively, further research can also be conducted to analyze the behavioral differences between millennials and other generations.https://journal.binus.ac.id/index.php/BBR/article/view/8468crowdfundingsocial mediadonation intentionmillennials |
| spellingShingle | Gladys Greselda Gosal Irantha Hendrika Kenang Laura Mahendratta Tjahjono The Effectiveness of Crowdfunding Promotions on Social Media in Affecting Donation Intention: An Exploratory Survey on Millennials Binus Business Review crowdfunding social media donation intention millennials |
| title | The Effectiveness of Crowdfunding Promotions on Social Media in Affecting Donation Intention: An Exploratory Survey on Millennials |
| title_full | The Effectiveness of Crowdfunding Promotions on Social Media in Affecting Donation Intention: An Exploratory Survey on Millennials |
| title_fullStr | The Effectiveness of Crowdfunding Promotions on Social Media in Affecting Donation Intention: An Exploratory Survey on Millennials |
| title_full_unstemmed | The Effectiveness of Crowdfunding Promotions on Social Media in Affecting Donation Intention: An Exploratory Survey on Millennials |
| title_short | The Effectiveness of Crowdfunding Promotions on Social Media in Affecting Donation Intention: An Exploratory Survey on Millennials |
| title_sort | effectiveness of crowdfunding promotions on social media in affecting donation intention an exploratory survey on millennials |
| topic | crowdfunding social media donation intention millennials |
| url | https://journal.binus.ac.id/index.php/BBR/article/view/8468 |
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