Abstract：In the last decade, social networking platform designers have made notable efforts to harness the power of networks for social good by elevating the prominence of individual donation information. This study investigates how digital profile enrichment that exhibits users'charitable giving activities could influence users' decisions about whether to give, how much to give, and whether to disclose contribution amounts. Our analyses are based on a profile enrichment intervention on Weibo, China's largest social networking site. We found that the profile enrichment to exhibit users' historical donation counts on social profiles decreased an average user's odds of donating by 15.5% but increased the contribution amount by 2.69%. Strikingly, it increased the odds of revealing contribution amounts by 162%. Clustering analyses further revealed three patterns in response to the profile enrichment: "presenters" (9.7%), who reduced donation frequency but increased contribution amounts and the disclosure of contribution amounts; "restrainers" (47.3%), who reduced their giving; and "conformers" (43%), who increased giving after the profile enrichment. We discuss potential mechanisms by comparing the characteristics of different user clusters to underscore donor heterogeneity and uncover the nuanced impact of such digital profile enrichment.

主要发现：展示捐赠记录并不必然提高所有人的捐赠概率，但会改变捐赠金额、披露意愿和不同用户群体的公益参与方式。

Abstract：When people share their prosocial behavior on social media, they face a dilemma. By making prosocial disclosures, they risk being perceived as self-promoting or even selfish and thus less likable. By staying silent, they fail to spread awareness about prosocial activities they value. Drawing on attribution theory, we study the digital reaction of likes to the self-disclosure of prosocial activities that involve multiple stakeholders to understand the affordances and constraints of social media. Leveraging field data on a social networking site, we found that reporting a higher level of self-effort increases the digital reaction of likes. To our surprise, expressing gratitude for the sponsor's efforts also increased likes for such self- disclosures. Through lab experiments that emulated this context, we dissected this paradox by separating the positive effect of expressing gratitude and the negative effect of sharing credit with other stakeholders on likes. Further, we underscore the salience of expressing gratitude, even when gratitude was extended to sponsors with bad reputations. Our study contributes to the design of a more humane digital world where individuals share and promote prosocial activities without compromising their likability and offers valuable insights for navigating the evolving landscape of social networking platforms.

主要发现：公益自我披露要避免“炫耀感”，强调个人努力和真诚感谢更可能获得正面互动。

Abstract：Sharing about charity online or in personal conversations can help raise awareness and bolster fundraising efforts for good causes. However, when deciding whether to tell others about their charitable giving, donors may focus more on possible risks to their reputation (e.g., of seeming braggy, inauthentic) than on potential word-of-mouth benefits for the charity. In a large, preregistered field experiment, we tested a post-donation intervention designed to encourage word-of-mouth by reorienting donors to the idea that sharing about charity means doing more good; 77,485 donors received either a control or treatment message asking them to share a link to the cause via social media, text, or email. Compared with the organization's standard solicitation ("Please share your donation ... "), our intervention emphasized consequences of sharing for the cause ("Your donation can start a chain reaction ... "). This brief message increased click-through by 5.1% and likelihood of recruiting at least one later donation via word-of-mouth by 12.4%. Exploratory follow-up analyses suggest that these effects are most pronounced among larger-gift donors; the more donors gave, the more responsive they were to the intervention. Whereas many field experiments aim to increase giving directly, we test an intervention designed to boost word-of-mouth for worthy causes. We discuss approaches for encouraging sharing in the domain of charity and beyond.

主要发现：把“分享”重新表述为对公益事业的额外贡献，可以降低捐赠者的自我呈现顾虑并提升后续转化。

Abstract：Crowdfunding is an online method of fundraising from a large audience. Digital Word of Mouth (DWOM) via social media has become a popular promotion platform for crowdfunding campaigns due to its negligible nominal cost. While one may expect that promoting these campaigns on social media may steadily increase donations, the exact dynamics of such promotions have not been studied for donation-based crowdfunding. We collect panel data on several unique donation campaigns from a major donation-based crowdfunding website (gofundme.com) and analyze them employing a variety of econometric techniques. We specifically provide empirical evidence that promoting crowdfunded charitable campaigns using social media follows three phases throughout a campaign's lifecycle. Our results indicate that the general pattern of behavior is the same for charitable campaigns as it is for reward-based campaigns. This suggests that the psychological motives outlined in the literature are important for both types of campaigns. Because the economic motives are not present, this finding would not be clearly anticipated. We show that the contributing role of social media in a campaign's success varies over time and that it is most helpful in the first ten days of initiating a campaign. We also provide preliminary evidence that promoting charitable campaigns on social media can lead to slacktivism, an unexpected consequence of using social media as a promotion tool resulting in less donations and more social media flurry. We also find that if a campaign does not reach at least 70 percent of its goal after twenty days since launch, it is not likely to be successful. Fundraisers and charitable marketers can use our findings in gauging the effectiveness of raising awareness about their campaigns in the online world. They could also streamline the timing of social media promotions to enhance their impact on collecting donations for charitable causes.

主要发现：众筹公益的社媒推广最关键的是早期十天，传播热度不一定等于捐赠转化，甚至可能出现“热闹但少捐”的懒人行动主义。

Abstract：Misinformation thrives on social media, prompting much research into social media interventions such as debunks. This paper tests debunking's effectiveness against an understudied but prominent form of online misinformation: misleading organizational claims of corporate social responsibility, or CSR-washing. British participants (N = 657) took part in a preregistered experiment with a 2 (debunk: present, absent) x 3 (CSR-washing: greenwashing, bluewashing, purplewashing) between-subjects design. They saw an Instagram ad from a fictional clothing company that showcased its dedication to environmental sustainability, gender equality in the workplace, or the elimination of child labor. Half of the participants then received a debunk. Unlike most previous research which showed continued influence of misinformation after debunking, we found that the debunks were very effective: they reversed the persuasive effects of CSR-washing, resulting in negative brand attitudes and low purchase intentions. Several explanations for this finding are discussed, highlighting CSR-washing's distinctiveness from many other forms of misinformation.

主要发现：社媒上的 CSR-washing 一旦被有效纠偏，其原本的品牌说服效果会被逆转，并显著拉低品牌态度与购买意向。