Featured Research

from universities, journals, and other organizations

Slacktivism: 'Liking' on Facebook may mean less giving

Date:
November 8, 2013
Source:
University of British Columbia
Summary:
Would-be donors skip giving when offered the chance to show public support for charities in social media, a new study finds.

Would-be donors skip giving when offered the chance to show public support for charities in social media, a new study from the University of British Columbia's Sauder School of Business finds.

Related Articles


"Charities incorrectly assume that connecting with people through social media always leads to more meaningful support," says Sauder PhD student Kirk Kristofferson, who co-authored the forthcoming Journal of Consumer Research article.

"Our research shows that if people are able to declare support for a charity publicly in social media it can actually make them less likely to donate to the cause later on."

The study results add fuel to recent assertions that social media platforms are turning people into "slacktivists" by making it easy for them to associate with a cause without committing resources to support it.

In a series of studies, researchers invited participants to engage in an initial act of free support for a cause -- joining a Facebook group, accepting a poppy, pin or magnet or signing a petition. Participants were then asked to donate money or volunteer.

They found that the more public the token show of endorsement, the less likely participants are to provide meaningful support later. If participants were provided with the chance to express token support more privately, such as confidentially signing a petition, they were more likely to give later.

The researchers suggest this occurs because giving public endorsement satisfies the desire to look good to others, reducing the urgency to give later. Providing token support in private leads people to perceive their values are aligned with the cause without the payoff of having people witness it.

With the holiday season being the biggest fundraising period of the year, the researchers say it is vital that charities take another look at their strategies and plan appropriately.


Story Source:

The above story is based on materials provided by University of British Columbia. Note: Materials may be edited for content and length.


Journal Reference:

  1. Kirk Kristofferson, Katherine White, John Peloza. The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action. Journal of Consumer Research, 2013; 000 DOI: 10.1086/674137

Cite This Page:

University of British Columbia. "Slacktivism: 'Liking' on Facebook may mean less giving." ScienceDaily. ScienceDaily, 8 November 2013. <www.sciencedaily.com/releases/2013/11/131108091320.htm>.
University of British Columbia. (2013, November 8). Slacktivism: 'Liking' on Facebook may mean less giving. ScienceDaily. Retrieved January 26, 2015 from www.sciencedaily.com/releases/2013/11/131108091320.htm
University of British Columbia. "Slacktivism: 'Liking' on Facebook may mean less giving." ScienceDaily. www.sciencedaily.com/releases/2013/11/131108091320.htm (accessed January 26, 2015).

Share This


More From ScienceDaily



More Science & Society News

Monday, January 26, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

First U.S.-Based Bitcoin Exchange Goes Live

First U.S.-Based Bitcoin Exchange Goes Live

Newsy (Jan. 26, 2015) — Known as Coinbase, the startup exchange debuted Monday morning, initially causing a spike in bitcoin’s value. Video provided by Newsy
Powered by NewsLook.com
Obama's Wildlife Plan Renews Alaska Drilling Debate

Obama's Wildlife Plan Renews Alaska Drilling Debate

Newsy (Jan. 26, 2015) — President Obama&apos;s proposal aims to protect more land in the Arctic National Wildlife Refuge, but so far, all that&apos;s materialized is a war of words. Video provided by Newsy
Powered by NewsLook.com
Ebola Mistakes Should Serve a Lesson Says WHO

Ebola Mistakes Should Serve a Lesson Says WHO

AFP (Jan. 25, 2015) — The World Health Organization&apos;s chief on Sunday admitted the UN agency had been caught napping on Ebola, saying it should serve a lesson to avoid similar mistakes in future. Duration: 00:55 Video provided by AFP
Powered by NewsLook.com
How Technology Is Ruining Snow Days For Students

How Technology Is Ruining Snow Days For Students

Newsy (Jan. 25, 2015) — More schools are using online classes to keep from losing time to snow days, but it only works if students have Internet access at home. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:

Strange & Offbeat Stories

 

Science & Society

Business & Industry

Education & Learning

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins