To date, very little research has examined the role of social media in influencing donors' donation intention in Islamic philanthropy organizations, which are currently growing in number. The purpose of this research is to examine how user interactions and word-of-mouth on an Islamic philanthropy organization's social media affect the conception of brands and influence its social media followers' donation intention. The research was conducted in one of the largest Islamic philanthropy organizations in Indonesia. Data were collected using purposive sampling. Survey questionnaires were sent to Islamic philanthropic social media followers via Instagram, Facebook, and Twitter. Structural equation modeling was applied in the analysis. An online survey given to 200 social media followers found that annoyance with the brand page due to information overload led to negative effects on social media brand page commitment and decreased word-of-mouth activities. Regarding donation intention, the study found that brand page commitment was the only variable that significantly influenced donation intention. Annoyance, word-of-mouth, and brand awareness did not significantly influence donation intention. The results of this study contribute to understanding the role of social media in influencing a donor's brand-related attitude, word-of-mouth, and intention to donate to Islamic philanthropy organizations.
|Number of pages||17|
|Journal||Pertanika Journal of Social Sciences and Humanities|
|Publication status||Published - 1 Jan 2019|
- Brand awareness
- Brand page commitment
- Donation intention
- Islamic philanthropy