Home > Lifestyle > Woman > News Updated 12 November 2013 Is Facebook turning you into a ‘slacktivist’? A study found that people who declare their support for a charity on social media are actually less likely to donate to the cause. 0 iStock Related Social media pics affect risky behaviour Do you thrive on Facebook likes? Online personas reflect personal identities Quiz Is my diet healthy? » 10 odours our noses can identify 6 body language mistakes to avoid Would-be donors skip giving when offered the chance to show public support for charities in social media, a new study from the University of British Columbia's Sauder School of Business finds."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."People becoming ‘slacktivists’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.Token showIn a series of studies, researchers invited participants to engage in an initial act of free support for a cause – joining a Facebook group, accepting a poppy, pin or magnet or signing a petition. Participants were then asked to donate money or volunteer.They found that the more public the token show of endorsement, the less likely participants are to provide meaningful support later. If participants were provided with the chance to express token support more privately, such as confidentially signing a petition, they were more likely to give later.The researchers suggest this occurs because giving public endorsement satisfies the desire to look good to others, reducing the urgency to give later. Providing token support in private leads people to perceive their values are aligned with the cause without the payoff of having people witness it.With the holiday season being the biggest fundraising period of the year, the researchers say it is vital that charities take another look at their strategies and plan appropriately. EurekAlert More in Lifestyle Women catching up fast with male alcohol use More: WomanNews advertisement Read Health24’s Comments Policy Comment on this story 0 comments Comments have been closed for this article. Logout Comment 0 characters remaining Share on Facebook Loading comments... Other news Medical SEE: 10 medical discoveries that changed the world News Health24 Health Challenge: Week 16 Lifestyle Legal marijuana unlikely to tempt more kids Fitness Boosting muscle strength may improve memory Lifestyle Women catching up fast with male alcohol use Parenting Epidural better than 'laughing gas' for labour pain From our sponsors Keep an eye on your vision Which skin products are better, ‘medical grade’ or ‘over-the-counter’? Win 1 of 6 R5000 cash prizes Win a R2 000 Skin Renewal voucher Live healthier Exercise benefits for seniors » Working out in the concrete jungle Even a little exercise may help prevent dementia Here’s an unexpected way to boost your memory: running Seniors who exercise recover more quickly from injury or illness When sedentary older adults got into an exercise routine, it curbed their risk of suffering a disabling injury or illness and helped them recover if anything did happen to them. No relief for MS » Drug shows promise against MS in mouse study Vitamin D may slow multiple sclerosis Obesity in girls tied to higher MS risk Exercise may not lower women's risk of MS A Harvard study showed no evidence to support the idea that exercise lowers the risk of multiple sclerosis.