Predictors of Charitable Intention to Donate in Response to Facebook Fundraising Campaigns : An Empirical Study on Sudanese Facebook Users

The objective of the study is to examine factors that influence the intention to donate to charities that use social network sites in fundraising campaigns with especial focus on Facebook. To investigate research hypotheses and research questions, an online survey questionnaire was conducted. 370 Facebook Sudanese users were surveyed. The results indicated that Facebook features merely influence donors' attitude towards donation to charities fund raising campaigns while charity credibility and charity organization, did not contribute significantly in explaining the general attitude. The results of this study also confirmed that the general attitude towards donations to charities that use social networks sites significantly contributes to people's intention to donate