Social media, social causes, giving behavior and money contributions

In the present study we examine the effect of online social networks on voluntary engagement, giving behavior and online money contributions. The study is a secondary analysis based on the PEW data set (2008). We draw upon a combination between pro-social theories of voluntary engagement and communication theories of the Internet and show that (a) participation in social media and networking-blogging, Face book and journaling-significantly increase both online, and offline money contributions; (b) social causes moderate the link between socio-demographic characteristics and money contributions. We conclude that social media and networking are an effective means to increase "ethical consumption" both online and offline enhancing voluntary engagement and money contributions. These results assess the social diversification hypothesis suggesting that online behavior complements, and in some cases reinforces offline behavior. Differences in the type of affiliated social cause moderate the effects of social media on online pro-social behavior and giving behavior. (C) 2013 Elsevier Ltd. All rights reserved.