IDENTITAS SOSIAL DAN ONLINE HELPING BEHAVIOR PADA KOMUNITAS BERBASIS MEDIA SOSIAL FACEBOOK

Kusumasondjaja, Sony (2016) IDENTITAS SOSIAL DAN ONLINE HELPING BEHAVIOR PADA KOMUNITAS BERBASIS MEDIA SOSIAL FACEBOOK. National Conference of Applied Engineering, Business and Information Technology, Politeknik Negeri Padang . pp. 315-322. ISSN 2541-111x

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Abstract

The emergence of Internet-based forum drives non-profit organizations to adopt social media as one of their marketing communication tools in order to create commitment and loyalty among their members. AIMI (Association of Indonesian Breastfeeding Mothers) is one of the non-profit entities in Indonesia that relies on its social media account to facilitate its members to help and support each other in issues related with breastfeeding activities. This research investigates whether social identity, member’s trust to the group and other members, and group norms are the antecedents of online helping behavior in AIMI Facebook Group. Data was collected using online questionnaire posted on the AIMI online forum in Facebook. Respondents were AIMI members recruited using judgment sampling; which allowed only member who had posted their ideas or thoughts or comments in the AIMI online forum in Facebook. Data was then analyzed using structural equation modelling. Findings suggest that the stronger the social identity shared among members of the community, the greater the trust and group norms developed among the members. Greater trust and group norms lead to greater likelihood of online helping behavior among the members. Significant academic and managerial contribution are explained at the end part of the paper.

Item Type:Article
Subjects:G Technology > GM Information Technology
C Social Sciences > CA Statistics
Divisions:Luar PNP > Journal, Proceeding
ID Code:697
Deposited By:Rahmat Hidayat
Deposited On:24 Oct 2017 08:53
Last Modified:20 Dec 2018 07:33

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