Modelling online community members' motivation: a computational model based on social exchange theory

T.A. van den Broek, N. Litvak, Mike Visser, Ariana Need

Research output: Contribution to ConferencePaperAcademic

Abstract

Recent studies show a significant effect of online communication on campaign donations. Social exchange theory has been used in the literature to explain fundraisers motivation. A limitation, however, is that motivation and the relation between online and offline actions are often derived from questionnaires that may suffer from selection and self-report biases, are often cross-sectional, do not scale-up and are often too costly to conduct. In an attempt to decrease such limitation, our study models the motivation of participants in an online campaign with social media analysis. We present a preliminary Satiation-Deprivation model, based on social exchange theory, that estimates fundraisers’ motivation levels over time based on a Twitter mention network and a donation dataset obtained from the Movember 2014 campaign. Despite our limited sample size, we find that motivation levels may serve as predictors for likelihood of donations and may improve baseline predictors such as co-occurrences of mentions and donations. After further validation, our preliminary model may inform strategic mentioning policies by campaign organizers, in order to maintain high motivation levels in their on-line community. Our findings suggest that a quantitative approach may serve as an accessible and valuable tool for predicting effectiveness of fundraising campaigns in the future.
Original languageEnglish
Publication statusPublished - 2018
EventEuropean Conference Information Systems - Portsmouth, United Kingdom
Duration: 23 Jun 201828 Jun 2018
Conference number: 26
http://ecis2018.eu/

Conference

ConferenceEuropean Conference Information Systems
Abbreviated titleECIS
CountryUnited Kingdom
CityPortsmouth
Period23/06/1828/06/18
Internet address

Fingerprint

Modeling
Social exchange theory
Online communities
Computational model
Donation
Predictors
Deprivation
Twitter
Fund raising
Satiation
Media analysis
Online communication
Questionnaire
Self-report
Social media
Sample size

Cite this

van den Broek, T. A., Litvak, N., Visser, M., & Need, A. (2018). Modelling online community members' motivation: a computational model based on social exchange theory. Paper presented at European Conference Information Systems, Portsmouth, United Kingdom.
van den Broek, T.A. ; Litvak, N. ; Visser, Mike ; Need, Ariana. / Modelling online community members' motivation: a computational model based on social exchange theory. Paper presented at European Conference Information Systems, Portsmouth, United Kingdom.
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van den Broek, TA, Litvak, N, Visser, M & Need, A 2018, 'Modelling online community members' motivation: a computational model based on social exchange theory' Paper presented at European Conference Information Systems, Portsmouth, United Kingdom, 23/06/18 - 28/06/18, .

Modelling online community members' motivation: a computational model based on social exchange theory. / van den Broek, T.A.; Litvak, N.; Visser, Mike; Need, Ariana.

2018. Paper presented at European Conference Information Systems, Portsmouth, United Kingdom.

Research output: Contribution to ConferencePaperAcademic

TY - CONF

T1 - Modelling online community members' motivation: a computational model based on social exchange theory

AU - van den Broek, T.A.

AU - Litvak, N.

AU - Visser, Mike

AU - Need, Ariana

PY - 2018

Y1 - 2018

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AB - Recent studies show a significant effect of online communication on campaign donations. Social exchange theory has been used in the literature to explain fundraisers motivation. A limitation, however, is that motivation and the relation between online and offline actions are often derived from questionnaires that may suffer from selection and self-report biases, are often cross-sectional, do not scale-up and are often too costly to conduct. In an attempt to decrease such limitation, our study models the motivation of participants in an online campaign with social media analysis. We present a preliminary Satiation-Deprivation model, based on social exchange theory, that estimates fundraisers’ motivation levels over time based on a Twitter mention network and a donation dataset obtained from the Movember 2014 campaign. Despite our limited sample size, we find that motivation levels may serve as predictors for likelihood of donations and may improve baseline predictors such as co-occurrences of mentions and donations. After further validation, our preliminary model may inform strategic mentioning policies by campaign organizers, in order to maintain high motivation levels in their on-line community. Our findings suggest that a quantitative approach may serve as an accessible and valuable tool for predicting effectiveness of fundraising campaigns in the future.

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M3 - Paper

ER -

van den Broek TA, Litvak N, Visser M, Need A. Modelling online community members' motivation: a computational model based on social exchange theory. 2018. Paper presented at European Conference Information Systems, Portsmouth, United Kingdom.