TY - GEN
T1 - The influence of social media charitable advertising value on prosocial behavior using moderating effect of income
AU - Budiharja, Debora Dian Pratama
AU - Handayani, Putu Wuri
AU - Pinem, Ave Adriana
N1 - Funding Information:
This work was supported by The Directorate of Research and Development CDRPM) University Indonesia, under PUTI Presiding Research Grant 2020 with the title "The Influence of Social Media Charitable Advertising Value on Frosocial Behavior using Moderating Effect of Income" (No: NKB-845/UN2.RST/HKP.05.00/2020). The authors wish to thank University Indonesia, for the support for this research.
Publisher Copyright:
© 2020 IEEE.
Copyright:
Copyright 2021 Elsevier B.V., All rights reserved.
PY - 2020/10/17
Y1 - 2020/10/17
N2 - 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.
AB - 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.
KW - Income
KW - Indonesia
KW - Prosocial behavior
KW - Social media
KW - Social media advertising
UR - http://www.scopus.com/inward/record.url?scp=85099741989&partnerID=8YFLogxK
U2 - 10.1109/ICACSIS51025.2020.9263245
DO - 10.1109/ICACSIS51025.2020.9263245
M3 - Conference contribution
AN - SCOPUS:85099741989
T3 - 2020 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2020
SP - 351
EP - 356
BT - 2020 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2020
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 12th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2020
Y2 - 17 October 2020 through 18 October 2020
ER -