The influence of social media charitable advertising value on prosocial behavior using moderating effect of income

Debora Dian Pratama Budiharja, Putu Wuri Handayani, Ave Adriana Pinem

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Social media advertising emerged as an appealing way to increase the effectiveness of charity advertisement by motivating people to take positive social actions to improve the welfare of the subjects in the advertisement This study aims to determine the factors that influence the prosocial behavior of a social media user in response to charity advertisements that appear on their social media account. The conceptual model was tested using the Partial Least Square Structural Equation Model (PLS-SEM) based on the data collected from 1.515 Indonesian respondents. The results of this study indicate that the value of charitable advertising on social media is significantly influenced by perceived informativeness, perceived credibility, perceived emotional appeal, and perceived creativity. The value charitable advertising on social media significantly influences the pro social behavior of its users and moderated by the level of income. Thus, this research can be used by advertising agencies and practitioners in fundraising organizations in Indonesia to evaluate their charitable advertising in social media.

Original languageEnglish
Title of host publication2020 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2020
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages351-356
Number of pages6
ISBN (Electronic)9781728192796
DOIs
Publication statusPublished - 17 Oct 2020
Event12th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2020 - Virtual, Depok, Indonesia
Duration: 17 Oct 202018 Oct 2020

Publication series

Name2020 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2020

Conference

Conference12th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2020
Country/TerritoryIndonesia
CityVirtual, Depok
Period17/10/2018/10/20

Keywords

  • Income
  • Indonesia
  • Prosocial behavior
  • Social media
  • Social media advertising

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