ABSTRACT
[...]this study aims to understand the roles of SMIs in fundraising activities, to identify the influencers' attributes which affect their followers' willingness to donate, and to explore the motivation of the followers to donate. [...]few studies use social media influencers and their attributes as an object. [...]the researchers are interested in using Rachel Vennya, who is an online celebrity, to engage with potential donors through her social media outlet and get them to make donations. [...]the aims of this study are to understand the roles of social media influencers in contributing to fundraising activities, to identify the influencer's attributes that affect the willingness of his/her followers to donate money and to discuss the motivation for the followers' intentions to donate. The influencers are potentially effective because they have some personal factors and content that is commonly preferred by people, proven by their large numbers of followers (Tafesse & Wood, 2021). [...]the researchers aim is to understand the roles of social media influencers in contributing to fundraising activities and to identify the influencers' attributes that affect the willingness of their followers to donate money. 2.