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 NEXT ON HEALTH24X FDA bans e-cig liquid products that look like snacks and candies 2018-09-12 19:00 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 Exercising with allergies – what you should know Medical Do therapists need therapy? Lifestyle Scientists closer to drug that cuts nicotine dependence Diet and nutrition Gluten-free craze: But what about people who really can't have gluten? News Drug addicts target patients for their medication News Health dept commits to resolve critical ARV shortages before year end From our sponsors Dementia and Incontinence: what you need to know Tell-tale signs you need a mattress upgrade Keen to win a R2 000 voucher? Good health begins in your gastrointestinal tract Live healthier Gut health » Can't lose weight? Blame it on your gut Our nutrition experts weigh in on why gut health is such an important factor in weight loss, on World Obesity Day. Sleep better » Yes, there is such a thing as too much sleep A new study confirms that too little sleep can impair your brain, but interestingly, too much sleep is also a problem.