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Examining the Antecedents of User Donation Intentions Toward Social Media Articles: Moderation Effects of Social Contagion

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  • Isaac Owusu Asante
  • Jiaming Fang
  • Dennis Fiifi Darko
  • Hossin M. D. Altab

Abstract

Donations to articles on social media, as a new behavior, have been trending in recent years. Unlike donations to a charitable and nonprofit organization or victims, donations to social media articles have been accorded minimal attention from academic researchers. From the stimuli–organism–response framework, this study proposed a model to investigate the factors that influence the donation intentions of users on social media toward articles. Our results demonstrate that the credibility of the article determines users’ donation intentions. The results also indicate that the perceived value (usefulness and enjoyment) of the article mediates the effects of article credibility on users’ donation intentions. The social contagion nature of the article is also proven to moderate the magnitude of impacts on donation intention by users’ perceived usefulness, perceived enjoyment, and perception of article credibility.

Suggested Citation

  • Isaac Owusu Asante & Jiaming Fang & Dennis Fiifi Darko & Hossin M. D. Altab, 2021. "Examining the Antecedents of User Donation Intentions Toward Social Media Articles: Moderation Effects of Social Contagion," SAGE Open, , vol. 11(1), pages 21582440211, March.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:1:p:21582440211006387
    DOI: 10.1177/21582440211006387
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    References listed on IDEAS

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    1. Daniel-Rareș Obadă & Dan-Cristian Dabija & Veronica Câmpian, 2024. "Predictors of social media users’ intention to donate online towards international NGOs in the fake news era," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.

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