Vlog Content and YouTuber Image on the Decision to Donate with Awareness of Donating as an Intervening Variable

The development of information technology impacts the pattern of society in collecting social funds. One of the popular technologies used in social fundraising efforts is YouTube. This research is in the form of field research which aims to analyze the effect of vlog content and YouTuber image on the decision to donate with the awareness of donating as an intervening variable. This study uses quantitative methods. Sources of data were obtained through research questionnaires which were distributed directly. A total of 110 questionnaires were successfully collected. Funds were analyzed using a variant-based structural equation model (SEM) analysis, known as Partial Least Square (PLS). The results of data analysis prove that vlog content, and YouTuber imagery have a significant influence on awareness of donation. This research also confirms that the vlog content and YouTube image affect the decision to donate through awareness to donate. Furthermore, awareness of donating is proven to significantly influence the decision to donate

Understanding Public Online Donations on Social Media during the Pandemic: A Social Presence Theory Perspective

The COVID-19 pandemic has had a huge impact on the global economy and health care, but online donations from the public on social media have increased significantly. However, the role of social presence in motivating people to donate online during the pandemic has been largely unexplored. This study examines the relationship between social presence on social media and online donation behavior during the pandemic using social presence theory. We explore the interplay between social presence, perceived threat, social properties of social media, and donation intentions. The results showed that social presence based on social media, perception of others and social interaction significantly affected social media online donation participation, and the perceived threat of COVID-19 significantly moderated online donation participation. Our research contributes to the understanding of online donation behavior during a pandemic crisis and provides insights into how social media can be leveraged for effective donation campaigns