More Number of ‘Likes’ on Social Media for Charity may Lose Valuable Donations
Quite a strong thing has been unveiled through a research carried out by a group of researchers from UBC's Sauder School of Business.
It is often considered the more an activity or a campaign gets `likes' on social media, the more that chances are to attract donations. But the study has found completely opposite findings from the conception.
In fact, study researchers have found that if charities provide donors a chance to hit `like' button on social media website like Facebook then the move can make them raise fewer funds for the cause.
This means a number of charities have been wrongly assuming that connecting with more number of people through social media is going to make them raise more funds, affirmed co-author of the study Kirk Kristofferson.
"The researchers suggest this occurs because giving public endorsement satisfies the desire to look good to others, reducing the urgency to give later", said study researchers. Therefore, Kristofferson has affirmed that public facing social media campaigns would not be a good option when it comes to attract maximum people support.
In order to reach at the above given result, study researchers have gone through series of experiments. After going through the same, it got clear that people can give a miss to those campaigns that have already got many `likes' from people.
New Zealand News
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