The effect of interactivity and trust on donation and eWOM on Facebook and Instagram

Abstract

Indonesia is a country that has experienced several earthquakes with adverse impacts. This incident triggered fundraising from various parties to help with the handling. The rise of social media affords the chance to facilitate these fundraising activities. The majority of existing research on donations focused on the role of social media in relation to intentions to donate and eWOM intentions lacked investigating the effect of donating intentions on intentions to eWOM and lacked comparing different social media platforms. Therefore, this study compared the effect of interactivity and trust in influencing Donation Intention and eWOM intention for Indonesian earthquake donations on Facebook and Instagram. The technique used was the Multi-Group Analysis (MGA) on PLS-SEM. This study found that for both Facebook and Instagram, trust and interactivity both influence Donation and eWOM Intention. In addition, donation intention influences eWOM intention. In terms of social media platform comparison, there is no difference between Facebook and Instagram regarding the relationships between variables (intention to donate, interactivity, and trust) in influencing eWOM intention. However, Instagram interactivity has a greater influence in influencing people's intentions to donate, while for Facebook, trust has a greater influence. This may be because the average age of Facebook users is higher than that of Instagram users; hence, Facebook users tend to deal more with trust issues while Instagram users seem to be more focused on interactivity. This research contributes to the understanding of online donations involving social media and charitable donations for earthquake relief in Indonesia.