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In this article, we draw from the Social Identity Theory and the Theory of Reasoned Action to propose a research model that postulates Social Similarity, Perceived Status Enhancement, and Social Norm to be important drivers of people’s prosocial online behavior. We also provide an outlook on three experiments that we plan to use to evaluate our hypotheses. Overall, our study promises important practical implications for multiple parties such as non-governmental organizations and nonprofit organizations. More specifically, if successful, our study would emphasize the importance of several factors that would help drive prosocial online behavior: (1) matching beneficiaries with benefactors’ demographic background, (2) providing a functionality that enables benefactors to share their prosocial actions with others, and (3) displaying information about other benefactors.

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Aug 10th, 12:00 AM

Factors Driving Prosocial Online Behavior

In this article, we draw from the Social Identity Theory and the Theory of Reasoned Action to propose a research model that postulates Social Similarity, Perceived Status Enhancement, and Social Norm to be important drivers of people’s prosocial online behavior. We also provide an outlook on three experiments that we plan to use to evaluate our hypotheses. Overall, our study promises important practical implications for multiple parties such as non-governmental organizations and nonprofit organizations. More specifically, if successful, our study would emphasize the importance of several factors that would help drive prosocial online behavior: (1) matching beneficiaries with benefactors’ demographic background, (2) providing a functionality that enables benefactors to share their prosocial actions with others, and (3) displaying information about other benefactors.