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