Self‐determination theory,social media and charitable causes: An in‐depth analysis of autonomous motivation

Using the framework of the self‐determination theory continuum, we investigated the influence of the distinct autonomous and controlled motivational regulations for engaging participants in online and offline support of charitable events for the causes of breast cancer and homeless youth. Participants were exposed online to Facebook event pages appealing to helping others. When the often omitted integrated autonomous regulation was included in the model, it was the strongest predictor of supportive intentions. Without integrated regulation in the model, we would have overestimated the relatively minor influence of controlled introjected regulation. Furthermore, rather than one overall measure of autonomous intrinsic regulation, we assessed the differential influences of three separate dimensions (to experience stimulation, to learn and to accomplish). Intrinsic motivation to experience stimulation had a unique influence on online and offline supportive intentions. Such was not the case for the dimensions of to learn or to accomplish. Follow‐up meditation analyses of self‐reported behaviours confirmed that autonomous integrated and intrinsic to experience stimulation regulations led to stronger intentions to support online behaviours, which, in turn, increased the likelihood of actual online engagement. The findings in a social media context highlight the importance of analysing distinct regulatory styles within the self‐determination theory continuum. Copyright © 2015 John Wiley & Sons, Ltd.