Effects of Attribution, Involvement, and Perceived Donation Efficacy on Donation in Social Media Campaigns: An Experimental Study

초록

This study investigates how attributional style, involvement with a cause, and perceived donation efficacy collectively influence behavioral intentions in social media–based fundraising. Using a 2 × 2 × 2 between-subjects factorial design, participants (N = 400) viewed a Habitat for Humanity Korea SNS advertisement; data were analyzed via MANOVA to test main and interaction effects on donation and electronic word of mouth (e-WOM). Results show that situational attribution significantly increases donation intention but does not produce a corresponding lift in e-WOM. In contrast, higher cause involvement and stronger perceived donation efficacy each significantly enhance both donation and e-WOM intentions. Moreover, perceived donation efficacy functions as a psychological mechanism that mediates the influence of attributional framing and involvement on downstream donation-related intentions, underscoring the role of donor confidence in translating attitudes into action. The findings extend attribution and self-efficacy perspectives to the context of digital philanthropy by demonstrating that cognitive (causal) interpretations, affective connection, and efficacy beliefs operate in concert to predict giving and advocacy in SNS environments. Practically, nonprofits designing social media appeals should (a) foreground structural/situational causes to stimulate giving, (b) deepen involvement through value-congruent narratives and participatory content to amplify sharing, and (c) strengthen perceived donation efficacy via transparent impact evidence and real-time progress cues to maximize both monetary support and e-WOM.

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