Introduction
After the full-scale war launched by Russia against Ukraine, social media platforms have evolved into more than just entertainment outlets. They have become critical infrastructures for civic resistance, humanitarian coordination, and public trust-building. These networks evolved into spaces for volunteers, especially those who raise supplementary funds to buy equipment for different needs. However, the mechanisms for building trust are not constructed or interpreted uniformly across generations. Understanding those variances helps establish effective digital humanitarian communication and maximize resource mobilization within credible interactions.
Purpose
This study aims to explore and compare the credibility assessment criteria for the organization and its social media accounts across two age cohorts mainly involved in volunteering: early adulthood (18 - 25 years) and middle adulthood (26 - 44 years). This research focuses on online communication and identifies which communication strategies and social media attributes could influence trust and donation decisions toward a specific organization/person.
Method
The study adopted the semi-structured interview combined with a visual-stimulus task. During the interview, participants will be asked some questions, then evaluate volunteer profiles and assess their credibility. This methodology will help identify trust criteria in real-time. Data would be collected through semi-structured interviews with 10-12 participants from each age group who regularly donate at least 4 times a month. The responses will be analyzed by using thematic analysis to characterize the core pattern of criteria to trust.
Results
The study identifies pattern differences in trust assessment of volunteers' profiles across two age groups, along with generally shared criteria of credibility.
Conclusion
The findings contribute to a generational model of digital trust in volunteer communication during war. It would provide a framework for credibility criteria that people across different age groups rely on when donating. Ultimately, this research supports more sustainable resource mobilization and strengthens public trust in the digital space.