Cyber-volunteering: Social media affordances in fulfilling NGO social missions

Abstract

Cyber-volunteering behavior through social media is becoming popular among nongovernmental organization (NGO) members. Cyber-volunteering activities have become more aggressive with the availability of social media in recent years. The objective of this paper is to discuss voluntary behavior in fulfilling NGO social missions through social media usage based on affordance theory. There is substantial literature discussing social media affordances in the context of enterprise organization, but there has been less literature discussing the activities of NGOs in social media. Hence, seven key affordances derived from the enterprise organization were used in the context of NGO working behavior, visibility, editability, persistence, virtual collaboration, synthetic representation, individualized, and collective. This research applies a qualitative methodology using semi-structured interviews with 25 NGO members from seven selected Islamic NGOs in Malaysia that are active in different fields of Islamic education. The interviews focus on social media affordances that have influenced the execution of social missions in the NGOs. Data was analyzed using thematic coding based on the seven identified key social media affordances. The results suggest that the social media affordances related to cyber-volunteering are achieved through promoting, training, fundraising, knowledge sharing, and problem-solving activities. These affordances are highly influenced by cyber-volunteering behavior through work culture and personal privacy. The collective, individualized, and visibility affordances are most associated with cyber-volunteering behavior, followed by persistence, virtual collaboration, and editability, and synthetic representation is found to be the least.