The Influence of Fake News on Online Donation Intentions: A Deep Dive into the Theory of Planned Behavior
The digital age has revolutionized charitable giving, with online donations becoming increasingly prevalent. However, this digital landscape also presents new challenges, particularly the rapid spread of misinformation, or "fake news." This article delves into the complex relationship between fake news, online donation intentions, and the Theory of Planned Behavior (TPB), exploring how the dissemination of false information on social media can impact an individual’s decision to donate to international non-governmental organizations (NGOs).
TPB provides a robust framework for understanding the factors that drive behavioral intentions. It posits that intention, the most significant predictor of actual behavior, is influenced by three key components: attitude (positive or negative evaluations of the behavior), subjective norms (perceived social pressure to perform or not perform the behavior), and perceived behavioral control (the perceived ease or difficulty of performing the behavior). This article examines how exposure to fake news about NGOs on social media can affect each of these components, ultimately influencing the intention to donate online.
Existing research has established the importance of factors like associational participation, prior donation behavior, and individual attitudes towards NGOs in predicting online donation intentions. Furthermore, extrinsic factors such as project information, the reputation of the organization, and the perceived risks associated with online transactions also play crucial roles. This article expands upon these findings by incorporating the pervasive influence of fake news within the digital sphere.
The proliferation of fake news on social media poses a significant threat to NGOs. Its rapid spread and extended lifespan can severely damage an organization’s reputation and erode public trust. Consequently, individuals exposed to fake news about NGOs may develop negative attitudes towards online donations, perceiving them as risky or unreliable. This negative perception can, in turn, influence their intention to donate.
Several hypotheses are proposed to investigate the intricate relationships between these variables. The first hypothesis suggests a positive correlation between social media usage and the intention to share fake news about NGOs. This is based on the premise that increased exposure to information on social media, coupled with the ease of sharing content, can inadvertently contribute to the spread of misinformation. Subsequent hypotheses explore the impact of an NGO’s brand reputation on the sharing of fake news, and the influence of fake news on perceived risks, attitudes towards online donations, and ultimately, the intention to donate.
The hypotheses also consider the interplay between perceived risks, attitudes, and brand image. It is hypothesized that perceived risks associated with online donations can positively influence the intention to donate, as individuals may be more cautious and discerning in their giving behavior. Furthermore, a positive attitude towards online donations is expected to influence both perceived risks and the intention to donate. Finally, the brand image of an NGO is posited to have a positive influence on the intention to donate, as a strong and positive brand image can foster trust and encourage charitable giving. This complex interplay of factors underscores the importance of understanding the multifaceted influence of fake news on online donation intentions.
