Digital Users Perceptions of Philanthropic Donations Across Social Media and Institutional Websites

ABSTRACT This study explores the types of online information that effectively drive donations, building on previous research that has largely focused on disclosure practices and platform adoption. The study employed an open‐ended survey. Our respondents were netizens, digital users, who had donated after seeing posts from philanthropic organizations on social media. Of the 585 respondents, 78% visited the organization's website before donating, while 22% donated directly based on social media posts without further investigation. Website users seek confirmation of credibility, legality, program details, and transparency in fund distribution. On the other hand, netizens who donated directly based on social media posts without searching the philanthropic organization's website were motivated by trust formed by perceptions of institutional credibility, transparency, empathy, and religious values.