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.

"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 July 30, 2014 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 July 30, 2014).

Share This




More Science & Society News

Wednesday, July 30, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Britain Testing Driverless Cars on Roadways

Britain Testing Driverless Cars on Roadways

AP (July 30, 2014) British officials said on Wednesday that driverless cars will be tested on roads in as many as three cities in a trial program set to begin in January. Officials said the tests will last up to three years. (July 30) Video provided by AP
Powered by NewsLook.com
Health Insurers' Profits Slide

Health Insurers' Profits Slide

Reuters - Business Video Online (July 30, 2014) Obamacare-related costs were said to be behind the profit plunge at Wellpoint and Humana, but Wellpoint sees the new exchanges boosting its earnings for the full year. Fred Katayama reports. Video provided by Reuters
Powered by NewsLook.com
China's Drone King Says the Revolution Depends on Regulators

China's Drone King Says the Revolution Depends on Regulators

Reuters - Business Video Online (July 30, 2014) Comparing his current crop of drones to early personal computers, DJI founder Frank Wang says the industry is poised for a growth surge - assuming regulators in more markets clear it for takeoff. Jon Gordon reports. Video provided by Reuters
Powered by NewsLook.com
London Mayor Outlines 50-Year Vision Ahead of Population Rise

London Mayor Outlines 50-Year Vision Ahead of Population Rise

AFP (July 30, 2014) London Mayor Boris Johnson outlined his infrastructure plan for the British capital over the next 50 years on Wednesday, with a focus on how to cope with a population expected to reach 11 million. Duration: 00:57 Video provided by AFP
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:
from the past week

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