Predictors of social media users’ intention to donate online towards international NGOs in the fake news era

被引：0
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作者：
Daniel-Rareș Obadă
Dan-Cristian Dabija
Veronica Câmpian
机构：
[1] Alexandru Ioan Cuza University of Iași,Department of Communication Sciences and Public Relations, Faculty of Philosophy and Socio
[2] Babeș-Bolyai University,Political Sciences
[3] Babeș-Bolyai University,Department of Marketing, Faculty of Economics and Business Administration
来源：
Humanities and Social Sciences Communications | / 11卷
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摘要：
International non-governmental organizations (INGOs) operate worldwide to fulfil important needs and issues faced by global communities, but they are highly dependent on donations. Social media facilitates communication with potential donors but exposes them to fake news. This study examines the effect of a set of predictors of social media users’ intention to donate online to international NGOs, using the Theory of Planned Behaviour (TPB) as a conceptual structure. A self-administered online survey was used to collect data from 1629 potential donors to INGOs, and structural equation modelling with SmartPLS 3.0 was employed for assessing the model. The study reveals that social media usage and INGOs’ brand reputation positively impact the sharing of fake news, perceived risks of online donations, attitude towards online donations, and brand image of INGOs. Communication specialists could utilise these insights to boost online donations towards INGOs in the age of misinformation.
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