The study was done at the University of British Columbia's Sauder School of Business. "Charities incorrectly assume that connecting with people through social media always leads to more meaningful support," says Sauder PhD student Kirk Kristofferson, who co-authored the forthcoming Journal of Consumer Research article.

"Our research shows that if people are able to declare support for a charity publicly in social media, it can actually make them less likely to donate to the cause later on,” he added.

The study results add fuel to recent assertions that social media platforms are turning people into "slacktivists" by making it easy for them to associate with a cause without committing resources to support it.


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