Being Granted a Moral License by”Liking”Postings from a Nonprofit

摘要

Charity organizations use Social Network Services such as Facebook and Twitter to connect with potential donors and supporters and encourage their participation.When such organzations share news on their activities through postings or tweets, their SNS followers will often click”like.”Normally, such behavior would be seen as favorable to the charity organization.However, this research investigates whether such action as clickling”like”button on a facebook page can actually do harms to charity organizations.We show that the behavior of diking a”like”button could reduce actual donation behavior through the moral licensing effect.