Understanding student-lead charitable events through participant social media usage: A mixed-methods study

Abstract

This paper explores how campus-based charitable events can drive future participation through the factors of engagement, social media use, campus community, and self-esteem. Through mixed-methods, researchers drew insights from Twitter posts and survey responses of past and current Jagathon participants. Tweets were analyzed through sentiment analysis and survey data was explored through multiple linear regression, descriptive analysis, and correlation analysis. The results of study one indicates an overall positive attitude towards Jagathon held by participants. The results of study two found that the experience had at Jagathon and social media use are two of the most influential factors on intent to remain involved. The results provide theoretical and practical implications for charitable event hosts and outlines steps for further research in the subject.