The effects of social media as a social networking tool for advertised donation-based crowdfunding

Purpose This study investigates the effects of social media as a social networking tool for donation-based crowdfunding by considering the factors affecting donation intention in the Philippines, such as social influences, motivations, strategic positioning and creative marketing efforts. Design/methodology/approach A mixed-method approach was used through a survey questionnaire and short focus group discussions (FGD). The researchers used partial least squares structural equation modeling (PLS-SEM) as a statistical tool and qualitative data was analyzed through thematic analysis. Findings The study found that social experience, perceived donor effectiveness, intrinsic motivation and leveraging creativity positively affected donation intention. In contrast, extrinsic motivation and strategic positioning were found to have no significant effect on donation intention. The qualitative findings support the conclusion by discovering the need to be authentic and transparent to achieve fundraising goals. Research limitations/implications Existing research has mainly focused on crowdfunding websites. Also, research regarding the use of social media as a social networking tool for crowdfunding is scarce. Practical implications This study provides a deeper understanding of donation crowdfunding and offers insights into developing effective strategies for crowdfunding campaigns through social media. Originality/value The findings contribute to the literature on donation crowdfunding by identifying the determinants of a successful campaign through advertised crowdfunding.