Clicking for change: the role of empathy and negative affect on engagement with a charitable social media campaign

Weiss, Julia K.; Cohen, Elizabeth L.

doi:10.1080/0144929x.2019.1578827

Cited by 18 publications

(13 citation statements)

References 50 publications

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“…Bernritter, Verlegh, and Smit (2016) showed that, in general, it is easier for consumers to endorse non-profit companies/campaigns on social media. But sometimes, the support for pro-social activities on social media is limited to liking (Weiss and Cohen 2019), where postings stay at the 'chatter' level and do not necessarily get translated into actions (Korolov et al 2016). Even if users do choose to donate, the donation amounts are typically smaller with less 'care' from the donors (Saxton and Wang 2014).…”

Section: Social Media and Crowdfundingmentioning

confidence: 99%

The Unanticipated Dynamics of Promoting Crowdfunding Donation Campaigns on Social Media

Dehdashti¹,

Namin²,

Ratchford³

et al. 2022

Journal of Interactive Marketing

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Crowdfunding is an online method of fundraising from a large audience. Digital Word of Mouth (DWOM) via social media has become a popular promotion platform for crowdfunding campaigns due to its negligible nominal cost. While one may expect that promoting these campaigns on social media may steadily increase donations, the exact dynamics of such promotions have not been studied for donation-based crowdfunding. We collect panel data on several unique donation campaigns from a major donation-based crowdfunding website (gofundme.com) and analyze them employing a variety of econometric techniques. We specifically provide empirical evidence that promoting crowdfunded charitable campaigns using social media follows three phases throughout a campaign's lifecycle. Our results indicate that the general pattern of behavior is the same for charitable campaigns as it is for reward-based campaigns. This suggests that the psychological motives outlined in the literature are important for both types of campaigns. Because the economic motives are not present, this finding would not be clearly anticipated. We show that the contributing role of social media in a campaign's success varies over time and that it is most helpful in the first ten days of initiating a campaign. We also provide preliminary evidence that promoting charitable campaigns on social media can lead to slacktivism, an unexpected consequence of using social media as a promotion tool resulting in less donations and more social media flurry. We also find that if a campaign does not reach at least 70 percent of its goal after twenty days since launch, it is not likely to be successful. Fundraisers and charitable marketers can use our findings in gauging the effectiveness of raising awareness about their campaigns in the online world. They could also streamline the timing of social media promotions to enhance their impact on collecting donations for charitable causes.

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Section: Social Media and Crowdfundingmentioning

confidence: 99%

The Unanticipated Dynamics of Promoting Crowdfunding Donation Campaigns on Social Media

Dehdashti¹,

Namin²,

Ratchford³

et al. 2022

Journal of Interactive Marketing

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“…More specifically, Lu and Yuan (2021) demonstrated that sadness led to a greater likelihood of sharing blog articles about disaster victims on social media, whereas compassion did not. Weiss and Cohen (2019) found that negative emotions increased Facebook engagement (e.g., sharing, liking, and commenting) with charitable campaigns. Also in charity donations, it has been found that negative feeling of guilt is aroused by visual advertising stimuli, and donors are motivated to donate to dispel this negative feeling (Cialdini et al, 1987; Urbonavicius et al, 2019).…”

Section: Theoretical Developmentmentioning

confidence: 99%

The effect of message features on donations in donation‐based crowdfunding

Jang

Chu

2022

J of Consumer Behaviour

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Crowdfunding platforms have emerged as a popular method to raise funds for both for-profit and non-profits. Charities often use donation-based crowdfunding platforms to reach out to a wider audience for fundraising campaigns. Key three performance metrics that affect the success of a donation campaign are social media spread of the campaign message, number of donors who decide to donate from seeing the message, and donation amount per donor. This research investigates the effectiveness of negatively framed messages on these three metrics. Analysis of message content of more than 3800 charities on GoFundMe.com via text mining was conducted to form a measure of the negativity of the appeals. Also for each charity, the three performance metrics were collected. Results showed that negatively framed messages led to a greater number of donors and greater sharing of the message on social media, but smaller donation amounts per donor. Implication for charity organizations is that negatively framed messages will be more effective if the goal is to obtain a broad base of support, while positively framed messages will be more effective if the objective is to increase the average donation amount.

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“…[2,8,14,19,21] A másik terület az eleve empátiára építő jótékonysági hirdetések területe. [3,11,20] Kohut szerint [12] az empátia segítségével a másik ember egy intuitív benyomást tesz ránk, amely folyamatában az arcfelismerés hirtelen, nem szándékos, intuitív jellegéhez hasonlítható. Az empátiás ráhangolódás és az arcfelismerés közös jellege Kohut szerint a korai anya-gyermek kapcsolatban gyökerezik és innen indul fejlődésnek.…”

Section: Bevezetésunclassified

A megemelkedett érzelmi arousal szerepe a reklám által befolyásolt vásárlási döntésekben

Molnár¹

2020

Gradus

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ÖsszefoglalásAz empátia képessége feltétlenül szükséges a mindennapi élethez, az egyszerű mozgásokat sem tudnánk értelmezni empátia nélkül. Elengedhetetlen a gyógyításban, a tanításban, sőt a modern társadalmak erre építenek a reklámok vagy filmek bemutatásakor.A reklámot fontosnak tartó egyének esetében a szituáció hatásának tűnő, pillanatnyi magas arousal okozza a személyes distressz vagy az empátiás aggodalom fellépését, vagy tekinthetjük ezt egy stabil személyiségvonásnak, amely általában jellemző reagálásmódot jelent az empátiát igénylő helyzetekben? Van különbség a fenti kategóriákban azon egyének között, akik -saját bevallásuk szerint -általában a reklámok hatására vásárolnak, és azok között, akik nem érzik a reklám hatásosságát a vásárlási döntéseikben? A cikkben erre a két kérdésre keresem a választ.

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Clicking for change: the role of empathy and negative affect on engagement with a charitable social media campaign

Cited by 18 publications

References 50 publications

The Unanticipated Dynamics of Promoting Crowdfunding Donation Campaigns on Social Media

The Unanticipated Dynamics of Promoting Crowdfunding Donation Campaigns on Social Media

The effect of message features on donations in donation‐based crowdfunding

A megemelkedett érzelmi arousal szerepe a reklám által befolyásolt vásárlási döntésekben

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