Medical Crowdfunding Campaign Sharing Behaviour on Mobile Social Media

Qihua Liu, Jingyi Zhou, Yuexin Yao, Yiran Li, Jiawen Wu

OAI: oai:igi-global.com:309988 • DOI: 10.4018/JOEUC.309988

This study explores factors influencing the sharing behaviour of medical crowdfunding campaigns on mobile social media regarding retweeter and retweeted text features from the social influence perspective and verifies the moderating effect of potential supporter donations. Two scenario-based surveys of medical crowdfunding users are conducted in China. The first (524 samples) and second (510 samples) surveys emphasize scenarios without and with retweeted text, respectively. These surveys are tested by PLS-SEM and suggest that the credibility of retweeters and the strength of their relationship with supporters can positively promote potential supporters' sharing behaviour, regardless of whether retweeters provide retweeted text. Three features of retweeted text significantly influence medical crowdfunding sharing behaviour. Retweeted text can promote sharing behaviour among individuals. With retweeted text available, if potential supporters donate before sharing the campaign, then the influences of retweeter and retweeted text features can be increased.