The influence of network structure and prosocial cultural norms on charitable giving: A multilevel analysis of Movember’s fundraising campaigns in 24 countries

Abstract

This study examines how the interplay between an online campaign’s network structure and prosocial cultural norms in a country affect charitable giving. We conducted a multilevel analysis that includes Twitter network and aggregated donation data from the 2013 Movember fundraising campaigns in 24 countries during 62 campaign days. Prosocial cultural norms did not affect the relationship between network size and average donations raised, nor did they affect the relationship between network centralization and average donation amount. Prosocial cultural norms did affect the relationship between network density and average donations raised. However, this effect was negative and contrary to our expectation.