The influence of network structure and prosocial cultural norms on charitable giving: A multilevel analysis of Movember’s fundraising campaigns in 24 countries

Broek, T.A. van den; Need, Ariana; Ehrenhard, Michel Léon; Priante, Anna; Hiemstra, Djoerd

doi:10.1016/j.socnet.2019.04.001

Cited by 8 publications

(7 citation statements)

References 53 publications

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“…Similarly, any prosocial use of social media, for example, a simple social action of a bystander (i.e., helping others in the digital communities) [100,120], may contribute to minimizing cyber victimization [100,120]. Alternatively, a small donation can stimulate more and more charities [241][242][243][244]. Therefore, promoting prosocial behavior and discouraging all forms of abuse through psychosocial means are essential [7,48,49].…”

Section: Discussionmentioning

confidence: 99%

Attitude, Self-Control, and Prosocial Norm to Predict Intention to Use Social Media Responsibly: From Scale to Model Fit towards a Modified Theory of Planned Behavior

Shahzalal

Adnan

2022

Sustainability

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Severe abuse of social media has currently become a threat to social sustainability. Although “responsible use of social media” has recently attracted academics’ attention, few studies have investigated the psychosocial antecedents of individuals’ intention to use social media responsibly (IUSR). Therefore, the current study tested whether attitudes, self-control, and prosocial norms (ASP) can positively and significantly predict social media users’ IUSR. To this end, the theoretical interrelationships among ASP were explored, and an initial pool of items was developed by reviewing the relevant literature. Then, the items were selected based on a panel of experts’ content validity test. An online questionnaire was used to survey university student social media users (n = 226) in Bangladesh. PLSc-SEM and CB-SEM bootstrapping, followed by an artificial neural network (ANN) analysis, were completed to evaluate the measurement and structural models. Current results show that the three elements of ASP strongly correlate with and significantly influence each other, but attitude and prosocial norms partially mediate the relationships between the antecedents and intention. The predictors in the proposed model substantially predict and explain IUSR, which is supported by results of relevant past studies in different disciplines. Thus, the model expresses its applicability as a modified theory of planned behavior (TPB) in researching individuals’ social media behavior. The study has implications for relevant stakeholders to take crucial measures to promote more responsible use of social media. Limitations and avenues for future study are also presented.

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Section: Discussionmentioning

confidence: 99%

Attitude, Self-Control, and Prosocial Norm to Predict Intention to Use Social Media Responsibly: From Scale to Model Fit towards a Modified Theory of Planned Behavior

Shahzalal

Adnan

2022

Sustainability

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“…When considering campaigns to change society or support attention to an illness, research on the benefits of organisation-based recruitment and mobilisation strategies often points to the advantages of workplace-based engagement strategies. When building on top of preexisting organisational structures, campaigns tend to enjoy greater ease of recruitment en masse (Oberschall, 1973), and they also borrow from the cultural legitimacy of their constituent organisations and may benefit from dense preexisting ties (Swarts, 2008). For fundraising in particular, workplace campaigns often connect to positive pro-social sentiments, reinforcing warm feelings about one's coworkers and employer (Plewa et al, 2015).…”

Section: Workplace-based Groupsmentioning

confidence: 99%

“…The fundraising system used by the Movember Foundation is peer to peer (Van den Broek et al., 2019; Priante et al., 2021): Fundraisers reach out to their social networks—including family, friends and coworkers—to donate to the organisation’s cause (Priante et al., 2021). Fundraisers use both social media (mainly Twitter) and offline events to collect donations (Movember, 2014).…”

Section: Empirical Settingmentioning

confidence: 99%

“…Our empirical context is one of the most prominent DAOs in recent years: The Movember campaign to raise funds for prostate and testicular cancer research (Van den Broek et al., 2019). Through a data access agreement, we obtained rich micro‐data on all participants in the Movember US campaign during one of their most active campaign years (2014) 2 .…”

Section: Introductionmentioning

confidence: 99%

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Patient‐activist or ally? Assessing the effectiveness of conscience and beneficiary constituents in disease advocacy fundraising

Walker

Broek

Priante

et al. 2023

Sociology Health & Illness

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Disease advocacy organisations (DAOs) are critical for raising awareness about illnesses and supporting research. While most studies of DAOs focus on personally affected patient‐activists, an underappreciated constituency are external allies. Building from social movement theory, we distinguish between beneficiary constituents (disease patients and their loved ones) and conscience constituents (allies) and investigate their relative fundraising effectiveness. While the former have credibility due to illness experience that should increase fundraising, the latter are more numerous. Our study is also the first to investigate where DAO supporters fundraise—through friendship‐ versus workplace‐based networks—and how this interacts with constituent types. Our large‐scale dataset includes 9372 groups (nearly 90,000 participants) active in the ‘Movember’ campaign, a men’s health movement around testicular and prostate cancer. We find robust evidence that groups with more beneficiary constituents raise significantly greater funds per participant. Yet because conscience constituents are more numerous, they raise the majority of total aggregate funds. We also find an interaction effect: beneficiary constituents do better in friendship networks, conscience constituents in workplaces. Our findings bear implications for DAOs, indicating they may benefit by encouraging disease patient families to fundraise through friends, and for external allies to focus requests on workplace networks.

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“…Chapman et al (2019) expand these findings by showing that fundraising outcomes are associated with specific fundraisers’ characteristics, such as identification with and personal investment in the cause. Finally, Van den Broek et al (2019) study the effect of an online campaign’s network structure on online fundraising at the country level. They show that large, low density, and highly decentralized communication network structures positively affect donations collected by fundraisers in a country.…”

Section: Literature Review: Online P2p Fundraising and Social Networkmentioning

confidence: 99%

“Mo” Together or Alone? Investigating the Role of Fundraisers’ Networks in Online Peer-to-Peer Fundraising

Priante

Ehrenhard

Broek

et al. 2021

Nonprofit and Voluntary Sector Quarterly

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In online peer-to-peer fundraising, individual fundraisers, acting on behalf of nonprofit organizations, mobilize their social networks using social media to request donations. Whereas existing studies focus on networks of donors to explain success, we examine the role of the networks of fundraisers and their effect on fundraising outcomes. By drawing on social capital and network theories, we investigate how social capital derived from social media networks and fundraising groups explains individual fundraising success. Using the Movember health campaign on Twitter as an empirical context, we find that fundraising success is associated with a moderate level of centrality in social media networks and moderate group network size. In addition, we find that fundraisers interact only marginally on social media but prefer to connect with each other outside these platforms and engage in group fundraising. Our article contributes to research on fundraising and social networks and provides recommendations for practice.

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The influence of network structure and prosocial cultural norms on charitable giving: A multilevel analysis of Movember’s fundraising campaigns in 24 countries

Cited by 8 publications

References 53 publications

Attitude, Self-Control, and Prosocial Norm to Predict Intention to Use Social Media Responsibly: From Scale to Model Fit towards a Modified Theory of Planned Behavior

Attitude, Self-Control, and Prosocial Norm to Predict Intention to Use Social Media Responsibly: From Scale to Model Fit towards a Modified Theory of Planned Behavior

Patient‐activist or ally? Assessing the effectiveness of conscience and beneficiary constituents in disease advocacy fundraising

“Mo” Together or Alone? Investigating the Role of Fundraisers’ Networks in Online Peer-to-Peer Fundraising

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