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The Influence of Social Platforms on a Participants Motivation to Donate.
Michelle D. Lach
• Self-Benefit (extrinsic, egoistic)
• Other-Benefit (intrinsic, altruistic)
Donation Motivators
• Private Setting = Self-Benefit
• Public Setting = Other-Benefit
Motivation Influences
• Private Setting = Self-Benefit
• Public Setting = Other-Benefit
Motivation Influences
• Public forum, but participation individually private. Privacy is at the discretion of the participant.
• Are social platform participants more intrinsically or extrinsically motivated with regard to donation?
• Do they respond as if they were in a public setting or as if they were in a private setting?
Social Platforms
• With regard to donations, users of social platforms will be more likely to be driven by self-benefit (egoistic) verses other-benefit (altruistic) motivations.
Hypothesis
• Survey distributed exclusively through personal social sites.
• Minimal promotion of the survey other than posting it.
Methodology
• Time • Distribution of Instrumentation • Convenience Sample • Homophily
Limitations
• Overwhelmingly Other-benefit motivations • Seen as public setting • Even what seemed to be a self-benefit behavior such as posting to a social site was done for other-benefit reasons.
• Causes promoting other-benefit donations would be more likely to be successful on social platforms. (Helping others vs. receiving a gift with donation)
Conclusions