Indonesian Fandom’s Donation Practices During Campaign on Twitter Using the Theory of Planned Behavior

The Korean Wave (Hallyu) phenomenon, particularly K-Pop, has evolved beyond just an entertainment industry. K-Pop fandoms, such as ARMY (BTS fans), have actively participated in various social movements, including online donation campaigns. One notable campaign is #ARMY4Palestine on Twitter, where BTS fans in Indonesia collectively raised funds to support Palestine. However, limited research has examined the psychological factors influencing donation intention and behavior within fandom communities. Objective: This study aims to analyze the influence of attitude, subjective norms, and perceived behavioral control on online donation intention and behavior in the #ARMY4Palestine campaign among the Indonesian ARMY fandom, using the Theory of Planned Behavior (TPB) framework. Methods: This study employs a quantitative method using a survey technique, distributing questionnaires to Indonesian ARMY fandom members who participated in the donation campaign. Data were analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method via SmartPLS 4.0 software. Results: The findings indicate that attitude, subjective norms, and perceived behavioral control significantly influence online donation intention. Moreover, donation intention was found to mediate the relationship between psychological factors (attitude, subjective norms, and perceived behavioral control) and actual donation behavior. Conclusion: This study confirms that the Theory of Planned Behavior can explain online donation decisions within the K-Pop fandom community. A positive attitude toward donation, social pressure from the community, and individuals' confidence in their ability to donate contributes to donation intention and behavior. The findings provide implications for philanthropic organizations and social campaigns to leverage fandom communities as potential actors in digital-based fundraising.