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The rapid outbreak of coronavirus 2019 (COVID-19) has triggered unprecedented restrictions on not only human movement but also a wide sphere of economic activities, disrupting livelihood, welfare and business worldwide. In response, some Muslim communities have launched fundraising campaigns to mitigate the socio-economic impacts of the virus on the front-liners and the most affected segments of vulnerable populations. The purpose of this study is to explore the intrinsic and extrinsic motivations of donors to these campaigns who contribute via social media platforms (SMPs).

This study adopts a cross-sectional research design using an online survey conducted in a typical Muslim community such as Kuwait. A total of 565 samples of data (356 women, 209 men) were used for analysis. Partial least squares-structural equation modeling was used to estimate the research model and extract meaningful conclusions.

The results show that charitable projects, internet technology features, SMP features and religiosity are significant motivations that influence attitudes toward online donations related to COVID-19 response. All these relationships are indirectly related to intentions to donate via SMP through a significant mediating effect of attitude.

The outcome of this study could support the efforts of governments, non-profit organizations and communities to focus attention on suitable proactive strategies to boost online fundraising campaigns for those affected by epidemic diseases.

This study enriches the literature by integrating both intrinsic and extrinsic motivations of online donations into a new and unique related context such as SMP, especially amid the COVID-19 crisis.

This study examined how a US college athletic department’s corporate social responsibility (CSR) initiatives influenced fans’ online donation intentions.

Data were collected from 490 fans of a Division I intercollegiate athletic program and analyzed using structural equation modeling.

Results indicated that the quality of CSR information positively affected e-satisfaction with CSR initiatives, which, in turn, predicted fans’ online donation intentions, university attachment, and fan–athletic department identification. Moreover, the relationship between e-satisfaction with CSR initiatives and online donation intentions was mediated by fan–athletic department identification.

This study has a limitation in terms of generalizability. The current focus on a single athletic department does not apply the results to athletic programs at other US universities and colleges. Future research should confirm the generalizability of the study’s findings by collecting data from fans of other athletic departments.

It is important to understand the impact of CSR activities on online donor intentions because marketing these activities could serve as an effective fundraising tool for athletic departments. The findings from this study inform athletic administrators of factors they might consider when promoting CSR initiatives through online media to encourage fans’ donations.

The purpose of this paper is to explore the differences in the external factors influencing intention to donate via social network sites (SNSs), and the online donation knowledge and awareness effect on the willingness to donate via SNS in the future between Malaysian and South Korean users.

In total, 288 samples’ data obtained from online survey using the snowball technique were analyzed through using cross-tabulation with χ² tests and multiple regression analysis.

The results show that there is no significant difference between those countries regarding the online donation knowledge and awareness. However, the online donation knowledge and awareness significantly affect the willingness to donate via SNSs for South Korean, but not for Malaysian. As for Malaysian, the results reveal that only SNS features factor does significantly influence the attitude toward online donations. As for South Korean, the charity project and internet technology features factor significantly influence the attitude toward online donations. The attitude toward online donations of both countries influences on their intention to donate via SNS.

The sample was gathered from certain regions in Malaysia and South Korea, and had slightly unbalanced characteristics (i.e. age), limiting the generalizability to the general population of both countries.

The findings suggest that non-profit organizations should consider the culture context in planning their future SNS donation program and focus on how to deal with the internet issues (e.g. trust, security), SNS features and charity project. As for Malaysian, promoting the internet and online donation awareness should be the priority before engaging in SNS donation program.

Whilst research on culture context in donation area is plentiful, the area of SNS donation remains underexplored. This paper offers an in-depth understanding of what influences SNS donation related to the identified culture context.

The rapid development of the Internet in China has profoundly affected the country's charities, which many people support through online donations (e.g. providing financial help) and charity information forwarding (a new behavior of participating in online charities via social media). However, the development of online charities has been accompanied by many problems, such as donation fraud and fake charity information, which adversely affect social kindness. The purpose of this paper is to understand people's online donation and forwarding behaviors and to explore the mechanisms of such behaviors from the perspectives of cognitive-based trust and emotional-based empathic concern.

This study developed a research model based on the elaboration likelihood model (ELM) and stimulus–organism–response (SOR) model. The researchers obtained 287 valid samples via a scenario-based experimental survey and conducted partial least squares structural equation modeling (PLS-SEM) to test the model.

The results indicated that (1) online donation intention is motivated by rational-based trust and emotional-based empathic concern; (2) online charity information forwarding is triggered only when trust is built, and there is no significant correlation between empathic concern and forwarding intention; and (3) content quality, initiator credibility, and platform reputation are three critical paths to promote trust; in addition, an individual's empathic concern can be motivated by the emotional appeal.

This study highlights the different mechanisms of donation and forwarding behaviors and provided theoretical measures for motiving trust and empathic concern in the online context to promote people's participation in online charity.

Most donation-related studies have extensively examined in-group donation behavior, but it is difficult to find similar studies that consider donations to out-group members. This study aims to understand online cross-religion donation during COVID-19 in Indonesia.

The online questionnaire is distributed using the purposive and snowball sampling technique. From July to August 2021, 753 respondents are obtained, comprising Muslims, Catholics, Christians, Hindus, Buddhists and Confucian.

This study found that online cross-religion dona tion is strongly influenced by the social presence, trust in fundraiser and empathy. Interestingly, this study also reveals a partial mediation effect of trust in fundraiser and empathy in the relationship between social presence and online cross-religion donation. Future studies are encouraged to investigate and explore how care for others may affect online prosocial behavior.

This study provides two theoretical contributions. First, this study empirically evinced that charitable donation is blind to religious belief. Second, it promotes the mediating role of empathy and trust in fundraisers to improve online cross-religion donation.

Extant research shows mixed results on the impact of expressed negative emotions on donations in online charitable crowdfunding. This study solves the puzzle by examining how different types of negative emotions (i.e. sadness, anxiety and fear) expressed in crowdfunding project descriptions affect donations.

Data on 15,653 projects across four categories (medical assistance, education assistance, disaster assistance and poverty assistance) from September 2013 to May 2019 come from a leading online crowdfunding platform in China. Text analysis and regression models serve to test the hypotheses.

In the medical assistance category, the expression of sadness has an inverted U-shaped effect on donations, while the expression of anxiety has a negative effect. An appropriate number of sadness words is helpful but should not exceed five times. In the education assistance and disaster assistance categories, the expression of sadness has a positive effect on donations, but disclosure of anxiety and fear has no influence on donations. Expressions of sadness, anxiety and fear have no impact on donations in the poverty assistance category.

This work has important implications for fundraisers on how to regulate the fundraisers' expressions of negative emotions in a project's description to attract donations. These insights are also relevant for online crowdfunding platforms.

Online crowdfunding research often studies negative emotions as a whole and does not differentiate project types. The current work contributes by empirically testing the impact of three types of negative emotions on donations across four major online crowdfunding categories.

With fundraising appeals for coronavirus disease 2019 (COVID-19) relief efforts and donating to those affected by its spread and impact, donors, volunteers and charities can all play their part and render much-needed support and aid. The purpose of this study is to be part of such effort by empirically examining the intrinsic and extrinsic motivations that drive people's attitudes to engage in fundraising campaigns launched in many communities, providing a richer understanding of donors' responses.

The present work follows a quantitative approach based on an online survey conducted among potential Kuwaiti charitable donors. A total of 565 useable responses (356 females, 209 males) were obtained using snowball sampling and analyzed through smart partial least squares (SmartPLS) software.

With 90% of respondents financially able to donate who have a monthly income equal to or greater than the average (US$2000), this study confirms the suitability of the model used in predicting donors' attitudes to contribute online to grassroots fundraising campaigns. It reveals that all constructs included in the model (i.e. charitable projects geared for those affected by the pandemic, Internet technology (IT) features and religiosity level) are statistically significant, except for trust in charities.

This study suggests that in uncertainty and concern surrounding COVID-19, nonprofit organizations, charities and governments should make concerted efforts toward mitigating the impacts of the pandemic on families and workers who are on the frontline against its outbreak. Possible areas need to be improved through suitable proactive strategies to solicit online monetary donations, such as charitable projects with inclusive information, focus attention on IT features (e.g. privacy, trustworthiness, security and effectiveness) and strengthen the religious faith of donors toward the significance of helping vulnerable groups and regions.

The research adds value to the literature on donation and giving behavior by offering an in-depth understanding of what influences online donation attitudes, especially amid such an unprecedented epidemic crisis.

Charitable crowdfunding features are embedded in social media platforms to encourage pro-social behaviors. Although such new practice allows practitioners to leverage the power of a highly connected crowd, accomplishing the fundraising goal is still a challenge. This study seeks to understand what drives the donation intention in charitable crowdfunding features on social media platforms by examining the roles of social experience, empathy and personal impulsiveness.

A survey questionnaire was distributed to social media users in China to collect data. A total of 206 valid responses were analyzed using structural equation modeling to test the proposed hypotheses.

The results showed that empathy mediates interaction with the fundraiser and perceived proximity with the donatee on a user's donation intention. We also found that social influence on social media platforms positively influences empathy and donation intention. In addition, personal impulsiveness was found to moderate the relationship between empathy and donation intention.

This study contributes to existing literature and practices. It identifies three dimensions of social experience and examines their effects on donation intention, providing insights into the charitable crowdfunding features on social media. Moreover, this study extends the understanding to empathy by delineating its mediating role in the relationship between social experience and donation intention and examining how personal impulsiveness moderates the effect of empathy on donation intention. Furthermore, this study provides valuable insights for practitioners to craft strategies to stimulate pro-social behaviors and increase donations.

The purpose of this paper is to identify the impact factors that might influence audiences' voluntary donation to content creators on the online platforms, and to build an effective prediction model by considering both content and creator-related features.

This study collected the real-world data of content consumption from Xueqiu.com and extracted both content and creator characteristics from the data set. The best donation prediction model based on such features was determined by evaluating four prevalent classifiers with various performance metrics. Furthermore, three feature selection methods were applied to validate the robustness of the constructed model, and then the predictability of different feature groups was examined. Finally, we conducted an interpretive analysis to identify relatively important predictors.

The experimental results show that the random classifier with all extracted features outperformed other built models and achieved excellent performance, indicating the usefulness of these factors in predicting the donations. Moreover, the predictability of content features was demonstrated to be relatively better than that of creator ones. Finally, several particularly important predictors were identified such as the number of modal particles in the article.

This study is among the first to investigate what factors might drive customers' voluntary donation to content contributors on social websites. Different from previous studies focusing on live video streaming, we expand the research vision by examining the donations to user-generated text content, calling for attention to other important topics in the burgeoning industry.

This study aims to investigate Muslims’ online infaq intention during COVID-19 deadly outbreak. This study examined the model comprising two major theories, namely, the theory of reasoned action (TRA) with additional Muslim intrinsic religiosity and social presence theory (SPT).

A structural equation modeling (SEM) approach is used to test the measurement and structural model. In the structural model, SEM is chosen due to its effectivity in estimating direct and indirect effects in a single model. An online questionnaire is distributed to respondents who are purposively selected all over Indonesia regions comprising all major islands. In total, there are 571 respondents collected; however, only 560 of them are usable.

This study shows that all hypotheses generated from the TRA and SPT significantly affect online infaq intention. Surprisingly, Muslim intrinsic religiosity does not affect both attitude toward online infaq and online infaq intention. To further explain the result, a post hoc analysis is conducted. Accordingly, it is found that Muslim intrinsic religiosity has an indirect significant effect on online infaq intention through social presence.

This study has several limitations. First, even though the sample already represented all parts of Indonesia, the sample is distributed mainly to those live in Java Island. Second, due to its difficulty in pursuing proportional distribution of the sample, the results are more subjective to more dominant respondent demographics. Third, this study captures cross-sectioned phenomena of an online infaq intention during COVID-19 pandemic. Fourth, as the topic of this study is concerned about Islamic charity, the Qur’an- and sunnah-based research framework will make this study more valuable. However, such a framework has not been widely developed.

This study provides a managerial implication for online infaq fundraisers in Indonesia, in which trustworthiness and “social touch” are important to drive the Muslims in making a monetary donation. The online infaq can be an efficient Islamic philanthropic tool to solve social problems during the COVID-19 outbreak. Therefore, the central authority should encourage profit and non-profit social organizations in Indonesia to make a strategic collaboration in providing online infaq service and its distribution. Collaboration may increase perceived trust and social presence.

Due to a limited study on the topic of online infaq behavioral intention during COVID-19 situation, therefore, this study provides added value to the literature by examining factors determining online infaq intention during COVID-19 pandemic in Indonesia. This study combines the extended TRA and SPT in a single model.