Predictors of social media users’ intention to donate online towards international NGOs in the fake news era

Abstract

International non-governmental organizations (INGOs) operate worldwide to fulfil important needs and issues faced by global communities, but they are highly dependent on donations. Social media facilitates communication with potential donors but exposes them to fake news. This study examines the effect of a set of predictors of social media users’ intention to donate online to international NGOs, using the Theory of Planned Behaviour (TPB) as a conceptual structure. A self-administered online survey was used to collect data from 1629 potential donors to INGOs, and structural equation modelling with SmartPLS 3.0 was employed for assessing the model. The study reveals that social media usage and INGOs’ brand reputation positively impact the sharing of fake news, perceived risks of online donations, attitude towards online donations, and brand image of INGOs. Communication specialists could utilise these insights to boost online donations towards INGOs in the age of misinformation.