The role of Online Identity on Donations to Nonprofit Organizations in Online Health Campaigns

Anna Priante, Ariana Need, T.A. van den Broek, Djoerd Hiemstra

Research output: Contribution to ConferencePaperAcademic

Abstract

Health advocacy organizations increasingly use social media to engage people in fundraising campaigns for medical research, such as cancer prevention. However, little is known about the effectiveness of online health campaigns in the nonprofit sector and the psycho-social mechanisms that drive people’s voluntary engagement to collect money for medical research. By using identity-based motivation theory from social psychology, we focus on campaign participants’ online occupational identity, such as being a doctor, and how it provides motivation to collect donations. We investigate the mechanisms, such as fundraisers’ Twitter activity as a cognitive process and their central network positions in online communication, that mediate the relationship between identity and donations. We adopt a multi-method approach combining automatic text analysis, Natural Language Processing from computational linguistics, social network analysis and multivariate regression analysis. Using the 2014 US Movember health movement campaign on Twitter as an empirical context, we find that when people are engaged in health fundraising on Twitter, their success depends on the extent to which they act in occupational identity-congruent ways. In addition, we find that fundraisers’ Twitter activity as a sense-making, cognitive process - and not their central positions in online communication - mediates the relation between identity and donations. We show the importance of integrating both people’s social identification and cognitive processes into theory and research for a better understanding of how occupational identity matters in online health campaigns. We conclude by discussing the practical implications of these findings for health advocacy organizations.

Conference

ConferenceAcademy of Management conference
Abbreviated titleAOM
CountryUnited States
CityChicago
Period3/08/187/08/18

Fingerprint

non-profit-organization
donation
campaign
twitter
health
fundraising
medical research
motivation theory
computational linguistics
non-profit sector
text analysis
communication
social psychology
network analysis
social media
multivariate analysis
social network
regression analysis
cancer
money

Cite this

Priante, A., Need, A., van den Broek, T. A., & Hiemstra, D. (2018). The role of Online Identity on Donations to Nonprofit Organizations in Online Health Campaigns. Paper presented at Academy of Management conference, Chicago, United States.
Priante, Anna ; Need, Ariana ; van den Broek, T.A. ; Hiemstra, Djoerd. / The role of Online Identity on Donations to Nonprofit Organizations in Online Health Campaigns. Paper presented at Academy of Management conference, Chicago, United States.
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title = "The role of Online Identity on Donations to Nonprofit Organizations in Online Health Campaigns",
abstract = "Health advocacy organizations increasingly use social media to engage people in fundraising campaigns for medical research, such as cancer prevention. However, little is known about the effectiveness of online health campaigns in the nonprofit sector and the psycho-social mechanisms that drive people’s voluntary engagement to collect money for medical research. By using identity-based motivation theory from social psychology, we focus on campaign participants’ online occupational identity, such as being a doctor, and how it provides motivation to collect donations. We investigate the mechanisms, such as fundraisers’ Twitter activity as a cognitive process and their central network positions in online communication, that mediate the relationship between identity and donations. We adopt a multi-method approach combining automatic text analysis, Natural Language Processing from computational linguistics, social network analysis and multivariate regression analysis. Using the 2014 US Movember health movement campaign on Twitter as an empirical context, we find that when people are engaged in health fundraising on Twitter, their success depends on the extent to which they act in occupational identity-congruent ways. In addition, we find that fundraisers’ Twitter activity as a sense-making, cognitive process - and not their central positions in online communication - mediates the relation between identity and donations. We show the importance of integrating both people’s social identification and cognitive processes into theory and research for a better understanding of how occupational identity matters in online health campaigns. We conclude by discussing the practical implications of these findings for health advocacy organizations.",
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Priante, A, Need, A, van den Broek, TA & Hiemstra, D 2018, 'The role of Online Identity on Donations to Nonprofit Organizations in Online Health Campaigns' Paper presented at Academy of Management conference, Chicago, United States, 3/08/18 - 7/08/18, .

The role of Online Identity on Donations to Nonprofit Organizations in Online Health Campaigns. / Priante, Anna; Need, Ariana; van den Broek, T.A.; Hiemstra, Djoerd.

2018. Paper presented at Academy of Management conference, Chicago, United States.

Research output: Contribution to ConferencePaperAcademic

TY - CONF

T1 - The role of Online Identity on Donations to Nonprofit Organizations in Online Health Campaigns

AU - Priante, Anna

AU - Need, Ariana

AU - van den Broek, T.A.

AU - Hiemstra, Djoerd

PY - 2018/7/9

Y1 - 2018/7/9

N2 - Health advocacy organizations increasingly use social media to engage people in fundraising campaigns for medical research, such as cancer prevention. However, little is known about the effectiveness of online health campaigns in the nonprofit sector and the psycho-social mechanisms that drive people’s voluntary engagement to collect money for medical research. By using identity-based motivation theory from social psychology, we focus on campaign participants’ online occupational identity, such as being a doctor, and how it provides motivation to collect donations. We investigate the mechanisms, such as fundraisers’ Twitter activity as a cognitive process and their central network positions in online communication, that mediate the relationship between identity and donations. We adopt a multi-method approach combining automatic text analysis, Natural Language Processing from computational linguistics, social network analysis and multivariate regression analysis. Using the 2014 US Movember health movement campaign on Twitter as an empirical context, we find that when people are engaged in health fundraising on Twitter, their success depends on the extent to which they act in occupational identity-congruent ways. In addition, we find that fundraisers’ Twitter activity as a sense-making, cognitive process - and not their central positions in online communication - mediates the relation between identity and donations. We show the importance of integrating both people’s social identification and cognitive processes into theory and research for a better understanding of how occupational identity matters in online health campaigns. We conclude by discussing the practical implications of these findings for health advocacy organizations.

AB - Health advocacy organizations increasingly use social media to engage people in fundraising campaigns for medical research, such as cancer prevention. However, little is known about the effectiveness of online health campaigns in the nonprofit sector and the psycho-social mechanisms that drive people’s voluntary engagement to collect money for medical research. By using identity-based motivation theory from social psychology, we focus on campaign participants’ online occupational identity, such as being a doctor, and how it provides motivation to collect donations. We investigate the mechanisms, such as fundraisers’ Twitter activity as a cognitive process and their central network positions in online communication, that mediate the relationship between identity and donations. We adopt a multi-method approach combining automatic text analysis, Natural Language Processing from computational linguistics, social network analysis and multivariate regression analysis. Using the 2014 US Movember health movement campaign on Twitter as an empirical context, we find that when people are engaged in health fundraising on Twitter, their success depends on the extent to which they act in occupational identity-congruent ways. In addition, we find that fundraisers’ Twitter activity as a sense-making, cognitive process - and not their central positions in online communication - mediates the relation between identity and donations. We show the importance of integrating both people’s social identification and cognitive processes into theory and research for a better understanding of how occupational identity matters in online health campaigns. We conclude by discussing the practical implications of these findings for health advocacy organizations.

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Priante A, Need A, van den Broek TA, Hiemstra D. The role of Online Identity on Donations to Nonprofit Organizations in Online Health Campaigns. 2018. Paper presented at Academy of Management conference, Chicago, United States.