Home > Cyberpsychology, Behavior, and Social Networking, nonprofits and volunteerism, social media > Networking for Philanthropy: Increasing Volunteer Behavior via Social Networking Sites

Networking for Philanthropy: Increasing Volunteer Behavior via Social Networking Sites

April 11, 2014

Networking for Philanthropy: Increasing Volunteer Behavior via Social Networking Sites
Source: Cyberpsychology, Behavior, and Social Networking

Social networking sites (SNSs) provide a unique social venue to engage the young generation in philanthropy through their networking capabilities. An integrated model that incorporates social capital into the Theory of Reasoned Action is developed to explain volunteer behavior through social networks. As expected, volunteer behavior was predicted by volunteer intention, which was influenced by attitudes and subjective norms. In addition, social capital, an outcome of the extensive use of SNSs, was as an important driver of users’ attitude and subjective norms toward volunteering via SNSs.

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