An Examination of Social Comparison Triggered by Higher Donation Visibility over Social Media Platforms

With the recent development of social media, social networking sites have become an important channel for charitable fundraising. Some social networking sites, like Facebook and Weibo, initiate their own charitable campaigns by collaborating with nonprofit organizations. By changing donation visibility, social media platforms can alter the level of social comparison and affect users’ donation patterns. Using individual-level data from a microblogging platform where a donation service is embedded, we investigate how individual donation decisions are influenced by the visibility of donation information. We find that despite the platform designer’s desire to improve fundraising performance, higher visibility of donors’ contributions may have a negative impact on fundraising. We also find that donations made by users’ followees generally have a positive impact on users’ propensity to donate. On the contrary, donations made by the crowd only positively affect a subset of users, while they have a negative impact on other users

Do markets love misery? : Stock prices and corporate philanthropic disaster response

While companies have emerged as very proactive donors in the wake of recent major disasters like Hurricane Katrina, it remains unclear whether that corporate generosity generates benefits to firms themselves. The literature on strategic philanthropy suggests that such philanthropic behavior may be valuable because it can generate direct and indirect benefits to the firm, yet it is not known whether investors interpret donations in this way. We develop hypotheses linking the strategic character of donations to positive abnormal returns. Using event study methodology, we investigate stock market reactions to corporate donation announcements by 108 US firms made in response to Hurricane Katrina. We then use regression analysis to examine if our hypothesized predictors are associated with positive abnormal returns. Our results show that overall, corporate donations were linked to neither positive nor negative abnormal returns. We do, however, see that a number of factors moderate the relationship between donation announcements and abnormal stock returns. Implications for theory and practice are discussed

Understanding the Dynamic Interplay of Social Buzz and Contribution Behavior within and between Online Platforms – Evidence from Crowdfunding

Motivated by the growing interconnection between online platforms, we examine the dynamic interplay between social buzz and contribution behavior in the crowdfunding context. Since the utility of crowdfunding projects is usually difficult to ascertain, prospective backers draw on quality signals, such as social buzz and prior-contribution behavior, to make their funding decisions. We employ the panel vector autoregression (PVAR) methodology to investigate both intra- and cross-platform effects based on data collected from three platforms: Indiegogo, one of the largest crowdfunding platforms on the web, Twitter and Facebook. Our results show a positive influence of social buzz on project backing, but a negative relationship in the reverse direction. Furthermore, we observe strong positive feedback cycles within each platform. Our results are supplemented by split-sample analyses for project orientation (Social, Cause and Entrepreneurial) and project success (Winners vs. Losers), in which Facebook shares were identified as a critical success factor

Online influence, offline violence: Language Use on YouTube surrounding the 'Unite the Right' rally

The media frequently describes the 2017 Charlottesville ‘Unite the Right’ rally as a turning point for the alt-right and white supremacist movements. Social movement theory suggests that the media attention and public discourse concerning the rally may have engendered changes in social identity performance and visibility of the alt-right, but this has yet to be empirically tested. The presence of the movement on YouTube is of particular interest, as this platform has been referred to as a breeding ground for the alt-right. The current study investigates whether there are differences in language use between 7142 alt-right and progressive YouTube channels, in addition to measuring possible changes as a result of the rally. To do so, we create structural topic models and measure bigram proportions in video transcripts, spanning approximately 2 months before and after the rally. We observe differences in topics between the two groups, with the ‘alternative influencers’, for example, discussing topics related to race and free speech to a larger extent than progressive channels. We also observe structural breakpoints in the use of bigrams at the time of the rally, suggesting there are changes in language use within the two groups as a result of the rally. While most changes relate to mentions of the rally itself, the alternative group also shows an increase in promotion of their YouTube channels. In light of social movement theory, we argue that language use on YouTube shows that the Charlottesville rally indeed triggered changes in social identity performance and visibility of the alt-right

Online influence, offline violence:Language use on YouTube surrounding the ‘Unite the Right’ rally

The media frequently describes the 2017 Charlottesville ‘Unite the Right’ rally as a turning point for the alt-right and white supremacist movements. Social movement theory suggests that the media attention and public discourse concerning the rally may have engendered changes in social identity performance and visibility of the alt-right, but this has yet to be empirically tested. The presence of the movement on YouTube is of particular interest, as this platform has been referred to as a breeding ground for the alt-right. The current study investigates whether there are differences in language use between 7142 alt-right and progressive YouTube channels, in addition to measuring possible changes as a result of the rally. To do so, we create structural topic models and measure bigram proportions in video transcripts, spanning approximately 2 months before and after the rally. We observe differences in topics between the two groups, with the ‘alternative influencers’, for example, discussing topics related to race and free speech to a larger extent than progressive channels. We also observe structural breakpoints in the use of bigrams at the time of the rally, suggesting there are changes in language use within the two groups as a result of the rally. While most changes relate to mentions of the rally itself, the alternative group also shows an increase in promotion of their YouTube channels. In light of social movement theory, we argue that language use on YouTube shows that the Charlottesville rally indeed triggered changes in social identity performance and visibility of the alt-right

The Emotional Impact of Pictures when Crowdfunding for Healthcare: An Experimental Study

This study investigates how visual stimuli influence cancer-related charitable online giving. Particularly, the study investigates how different types of crowdfunding campaign pictures affect donors’ decision to contribute to specific campaigns. We gathered crowdfunding campaigns from GoFundMe and divided them according to the main picture used in each campaign, i.e., cancer-related pictures vs. non-cancer-related pictures and pictures of individuals vs. pictures of groups. We then conducted an online experiment and a laboratory experiment using physiological measures. The results from the experiments show that cancer-related pictures receive more money and more immediate attention and arousal than non-cancer-related pictures. Furthermore, group pictures receive more money and more total attention than individual pictures. The physiological measures from the laboratory experiment provide valuable knowledge about the underlying emotional mechanisms involved in the donation process

Social marketing and digital platforms:donation-based crowdfunding campaigns

Programa Oficial de Doutoramento en Análise Económica e Empresarial. 5008P01[Abstract] This doctoral thesis analyzes the new social marketing strategies challenging the traditional behavior of nonprofit sector organizations, through the promotion of Donation-based Crowdfunding (DCF) campaigns via digital platforms. Chapter 1 maps DCF for charitable causes, resulting from a systematic literature review and bibliometric analysis. This is a very recent field of scholarship, broadly developed via empirical and quantitative research, in which individual antecedents and technological enablers are the main protagonists. An integrated conceptual framework is proposed, identifying the significant causal relationships between antecedents, processes, and outcomes of DCF. Chapters 2 and 3 explore the explanatory capacity of factors influencing the success of DCF campaigns promoted through digital platforms. In particular, of those factors traditionally explaining the success of offline fundraising campaigns for charitable causes (2), and of campaigns factors (3). Quantitative analysis is used based on a database of 360 campaigns fostered between 2012 and 2017. Results confirm the high explanatory capacity of determinants related to the geographical scope of the campaign, the volume of potential beneficiaries involved, the information provided by the promoting organizations, and the spreadability of the campaign.[Resumen] Esta tesis doctoral analiza las nuevas estrategias de marketing social que desafían el comportamiento tradicional de las organizaciones del sector no lucrativo, a través de la promoción de campañas de crowdfunding solidario en plataformas digitales. El capítulo 1 mapea el crowdfunding solidario para causas benéficas, resultado de una revisión sistemática de literatura y análisis bibliométrico. Es un campo de estudio muy reciente, desarrollado a través de investigación empírica y cuantitativa, donde los antecedentes individuales y los procesos tecnológicos son protagonistas. Se propone un marco conceptual que identifica las relaciones causales más significativas entre sus antecedentes, procesos y resultados. Los capítulos 2 y 3 exploran la capacidad explicativa de los factores que influyen el éxito de las campañas promovidas en plataformas digitales. Particularmente, de los factores que tradicionalmente explican el éxito de las campañas de captación de fondos offline para causas benéficas (2), y de los factores de las campañas (3). Se emplea análisis cuantitativo a partir de una base de datos de 360 campañas promovidas entre 2012 y 2017. La capacidad explicativa de los determinantes relativos al alcance geográfico, al volumen de potenciales beneficiarios, a la información proporcionada por la entidad promotora, y a la difusión online de la campaña es elevada.[Resumo] Esta tese doutoral analiza as novas estratexias de marketing social que desafían o comportamento tradicional das organizacións do sector non lucrativo, a través da promoción de campañas de crowdfunding solidario en plataformas dixitais. O capítulo 1 mapea o crowdfunding solidario para causas benéficas, resultado dunha revisión sistemática da literatura e análise bibliométrica. É un campo de estudo moi recente, desenvolvido a través de investigación empírica e cuantitativa, onde os antecedentes individuais e os procesos tecnolóxicos son protagonistas. Proponse un marco conceptual que identifica as relacións causais máis significativas entre os seus antecedentes, procesos e resultados. Os capítulos 2 e 3 exploran a capacidade explicativa dos factores que inflúen o éxito das campañas promovidas en plataformas dixitais. Particularmente, dos factores que tradicionalmente explican o éxito das campañas de captación de fondos fora de liña para causas benéficas (2), e dos factores das campañas (3). Emprégase análise cuantitativa a partir dunha base de datos de 360 campañas promovidas entre 2012 e 2017. A capacidade explicativa dos determinantes relativos ao alcance xeográfico, ao volume de potenciais beneficiarios, á información proporcionada pola entidade promotora, e á difusión en liña da campaña é elevada

A Content Analysis of Non-Profit Organizations Social Media: Through the Lens of Compliance-Gaining & Persuasion

Non-profit organizations utilize social media platforms like Instagram to reach the community, fundraise, convey their mission and vision, establish themselves, and educate others. This study examined whether the communication artifacts of selected nonprofit organizations employed Cialdini\u27s (2021) compliance-gaining strategies through an eight-week qualitative digital content analysis on Instagram to address the problem of understanding how non-profit organizations use Instagram tools to influence and persuade their audience. Compassion International (@compassion), CARE (@careorg), and Direct Relief (@directrelief), the three non-profit organizations chosen in this study, demonstrated the usage of Cialdini’s (2021) compliance-gaining strategies within their digital media communication strategy. Non-profit organizations operate in a highly competitive environment, with many organizations vying for attention and resources from donors and supporters. They must understand how to effectively use Instagram and compliance-gaining theory to influence and persuade their audience, ultimately increasing their impact and reach. How are these three non-profit organizations engaging and mobilizing their audience through this influence and persuasion to support their respective cause? Are there commonalities in how each non-profit organization is using Cialdini’s (2021) compliance-gaining framework? This study showed that the three non-profit organizations chosen effectively used Cialdini’s (2021) compliance-gaining framework on Instagram to influence and persuade their audience, while also contributing to the existing literature on social media marketing, compliance-gaining theory, and digital content analysis. The analysis provided valuable insights for communication professionals, marketers, and non-profit organizations seeking to create compelling social media campaigns

Role of Civil Society Under Autocratic Regime: Evaluating Activists\u27 Role in a Nondemocratic Setting to Promote Sociopolitical Awareness

Activism in Cuba is perceived as an anti-government ideology that deviates from the monolithic, homogeneous socio-political norm. The Cuban government repudiates ideological diversity by implementing repressive regulatory tactics through internet monitoring to criminalize dissenting discourse. The focus of this research will be on cyber-activism in the context of an authoritarian regime. Netnographic methods, coupled with social network framework, will be implemented to collect and analyze qualitative data on the adaptive civil disobedience strategies used by activists to circumvent censorship. Semi-structured interviews rendered insights of social media experiences to express dissent and denounce human rights abuses in Cuba. This research proposes to explore the mechanisms through which activists and the Cuban government resist and contest the legitimacy of ideological differences. This research contributes to the literature of Cuban civil society, activism work in nondemocratic settings and activism’s proliferating organizational strategies in the digital world