Behavioral Economics and Online Donation Behavior on TikTok
The rise of digital philanthropy has transformed the way individuals engage with charitable giving, particularly on social media platforms such as TikTok. Understanding the behavioral economic factors that influence online donation behavior is crucial for optimizing fundraising strategies. This stu...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Program Studi Keuangan dan Perbankan, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia
2025-08-01
|
| Series: | Jurnal Ilmu Keuangan dan Perbankan |
| Online Access: | https://ojs.unikom.ac.id/index.php/jika/article/view/15649 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849397679249948672 |
|---|---|
| author | Rukiah Rukiah Ahmad Salman Farid |
| author_facet | Rukiah Rukiah Ahmad Salman Farid |
| author_sort | Rukiah Rukiah |
| collection | DOAJ |
| description |
The rise of digital philanthropy has transformed the way individuals engage with charitable giving, particularly on social media platforms such as TikTok. Understanding the behavioral economic factors that influence online donation behavior is crucial for optimizing fundraising strategies. This study employs a qualitative research design, incorporating in-depth interviews and content analysis of donation-related campaigns on TikTok. Thematic analysis was conducted to identify key behavioral economic drivers influencing donation decisions. The findings reveal that emotional heuristics, social proof, reciprocity, and frictionless giving significantly impact donation behavior on TikTok. The role of influencers, algorithmic exposure, and real-time donation tracking fosters a community-driven donation culture that encourages both impulse and sustained giving. The discussion highlights how choice architecture and platform design facilitate seamless donation experiences. Social influence mechanisms, such as herd behavior and bandwagon effects, further enhance donation participation. The study suggests that digital fundraising efforts should leverage emotionally engaging content, influencer endorsements, and simplified payment processes to maximize effectiveness. This study contributes to the growing body of knowledge on digital philanthropy by identifying the behavioral economic principles underlying online donations on TikTok. While offering strategic insights for fundraisers, the research acknowledges limitations related to sample demographics and qualitative scope, recommending future studies to explore quantitative metrics, cross-platform donation behaviors, and longitudinal engagement trends.
Keywords: Behavioral Economics; Online Donation; TikTok Fundraising; Social Influence; Digital Philanthropy
|
| format | Article |
| id | doaj-art-ffae1b13848b44939f27c280a2be6e07 |
| institution | Kabale University |
| issn | 2089-2845 2655-9234 |
| language | English |
| publishDate | 2025-08-01 |
| publisher | Program Studi Keuangan dan Perbankan, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia |
| record_format | Article |
| series | Jurnal Ilmu Keuangan dan Perbankan |
| spelling | doaj-art-ffae1b13848b44939f27c280a2be6e072025-08-20T03:38:54ZengProgram Studi Keuangan dan Perbankan, Fakultas Ekonomi dan Bisnis, Universitas Komputer IndonesiaJurnal Ilmu Keuangan dan Perbankan2089-28452655-92342025-08-0114210.34010/jika.v14i2.15649Behavioral Economics and Online Donation Behavior on TikTokRukiah Rukiah0Ahmad Salman Farid1Sekolah Tinggi Agama Islam Negeri Mandailing NatalSekolah Tinggi Agama Islam Negeri Mandailing Natal The rise of digital philanthropy has transformed the way individuals engage with charitable giving, particularly on social media platforms such as TikTok. Understanding the behavioral economic factors that influence online donation behavior is crucial for optimizing fundraising strategies. This study employs a qualitative research design, incorporating in-depth interviews and content analysis of donation-related campaigns on TikTok. Thematic analysis was conducted to identify key behavioral economic drivers influencing donation decisions. The findings reveal that emotional heuristics, social proof, reciprocity, and frictionless giving significantly impact donation behavior on TikTok. The role of influencers, algorithmic exposure, and real-time donation tracking fosters a community-driven donation culture that encourages both impulse and sustained giving. The discussion highlights how choice architecture and platform design facilitate seamless donation experiences. Social influence mechanisms, such as herd behavior and bandwagon effects, further enhance donation participation. The study suggests that digital fundraising efforts should leverage emotionally engaging content, influencer endorsements, and simplified payment processes to maximize effectiveness. This study contributes to the growing body of knowledge on digital philanthropy by identifying the behavioral economic principles underlying online donations on TikTok. While offering strategic insights for fundraisers, the research acknowledges limitations related to sample demographics and qualitative scope, recommending future studies to explore quantitative metrics, cross-platform donation behaviors, and longitudinal engagement trends. Keywords: Behavioral Economics; Online Donation; TikTok Fundraising; Social Influence; Digital Philanthropy https://ojs.unikom.ac.id/index.php/jika/article/view/15649 |
| spellingShingle | Rukiah Rukiah Ahmad Salman Farid Behavioral Economics and Online Donation Behavior on TikTok Jurnal Ilmu Keuangan dan Perbankan |
| title | Behavioral Economics and Online Donation Behavior on TikTok |
| title_full | Behavioral Economics and Online Donation Behavior on TikTok |
| title_fullStr | Behavioral Economics and Online Donation Behavior on TikTok |
| title_full_unstemmed | Behavioral Economics and Online Donation Behavior on TikTok |
| title_short | Behavioral Economics and Online Donation Behavior on TikTok |
| title_sort | behavioral economics and online donation behavior on tiktok |
| url | https://ojs.unikom.ac.id/index.php/jika/article/view/15649 |
| work_keys_str_mv | AT rukiahrukiah behavioraleconomicsandonlinedonationbehaviorontiktok AT ahmadsalmanfarid behavioraleconomicsandonlinedonationbehaviorontiktok |