The Role of Social Media in Promoting Charitable Giving in the Digital Age.

Abstract

This academic article explores the role and influence of social media in promoting amisa-dana in Thai society during the digital age. The objectives of the study are to examine 1) the types of content related to charitable giving 2) the role of social media in promoting amisa-dana and 3) the role of social media in facilitating donations in the digital era. Data were collected through content analysis of four major social media platforms: Facebook, X, TikTok, and Instagram.

The study found that 1) content related to charitable giving on social media is presented in diverse and multimedia formats, including text, images, and videos 2) social media effectively promotes amisa-dana by encouraging participation and emotional engagement between givers and receivers and 3) social media serves as a central platform for fundraising, information dissemination, and inspiring acts of kindness. Moreover, it influences changing patterns of giving by enabling convenient online donation channels, building networks, and expanding the reach of charitable activities.

This study reflects the dynamic nature of giving in Thai society, which is adapting to the digital context. Social media plays a vital role in fostering a culture of generosity and sharing in contemporary Thailand. The findings can be applied to develop effective communication strategies that promote altruism and digital donations.