ZILLENNIALS’ PARTICIPATION IN ONLINE CROWDFUNDING: UNDERSTANDING THE INFLUENCE OF RELIGIOSITY AND SOCIAL NARRATIVES USING THE S-O-R MODEL

Abstract

Zillennials, born between the mid-1990s and early 2000s, has been at the forefront of technological advancements and societal changes. As an emerging and popular form of fundraising, crowdfunding has garnered significant attention in recent years. However, more research has yet to explore the underlying motivations and influences that drive zillennials to engage in crowdfunding activities. This study aims to investigate the factors influencing zillennials' participation in crowdfunding, specifically focusing on the role of religiosity and social narratives. This study employs the Stimulus-Organism-Response (S-O-R) model to examine the interplay between religiosity, social narratives, and zillennials' participation in crowdfunding campaigns. The S-O-R model suggests that external stimuli (e.g., religious beliefs and social narratives) influence individuals' internal states (e.g., emotions), which in turn shape their behavioral responses (e.g., participation in crowdfunding). By applying this model, the writer aims to understand the complex dynamics influencing zillennials' decision-making process in crowdfunding contexts.