“Philanthropic Organizations Posted on Social Media: What Important Values Make Netizens React and Donate?”

This study explores the underlying aspects of netizens’ reactions and actions when viewing philanthropic organizations’ posts on social media. The reactions of netizens in question are pressing the like and/or share buttons and writing comments. Meanwhile, the action is to donate. Our data comes from a survey with open-ended questions. Our respondents totaled 583 people. We found that the reaction of pressing the like button is most often done and generally without a specific reason. Netizens will press the share button when the philanthropic organization’s post evokes emotions. Netizens comment to convey trust and as a way to show sympathy for the beneficiaries. Video is a medium with higher news value and makes netizens more willing to donate than photos. Netizens will donate to a philanthropic organization’s post when they trust the institution, and it contains transparent information about the beneficiaries’ conditions and accountability and touches emotions. The presence of relevant religious quotes in the narrative of philanthropic organizations’ posts also increases netizens’ motivation to donate.