How Campaign Drive Donation Behavior and E-WOM: SOBC Conceptual Framework

Research Aim: This study analyzes the factors influencing donation activities on the Kitabisa.com platform. Design/Methods/Approach: This study collected data from 120 respondents, distributed via Google Forms, and analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). Research Finding: All hypotheses are supported, indicating that the initiator's reputation, campaign popularity, and credibility significantly influence donor behavior on Kitabisa.com, underscoring the importance of credibility for crowdfunding success. Theoretical Contribution/Originality: This study utilizes the SOBC theory to analyze factors affecting crowdfunding donation behavior, highlighting the importance of credibility and campaign popularity. Practitioner/Policy Implication: This study analyzes crowdfunding donation behavior with SOBC theory, highlighting the importance of credibility and popularity. Research Limitation: This study is limited to Kitabisa.com samples, non-probability questionnaires, and subjective e-WOM measurements, suggesting further research.