TY - JOUR
T1 - From empathetic hearts to digital hands
T2 - A study of compassion and donation behavior in social media advertising
AU - Kim, Minseong
AU - Kim, Jihye
N1 - Publisher Copyright:
© 2024 Elsevier Ltd
PY - 2024/7
Y1 - 2024/7
N2 - In an era of global humanitarian challenges, an understanding of compassion and supportive behaviors is paramount. This study conducted an online experiment involving social media users within the United States, examining the interplay between compassion, empathetic concern, perceived impact, anticipated affect, and intentions to donate time and money. Structural equation modeling revealed that compassion influenced empathetic concern, perceived impact, and anticipated affect. Specifically, empathetic concern influenced intentions to donate time and money, while perceived impact primarily influenced monetary donations. Moreover, place attachment moderated these relationships, indicating that emotional bonds to a specific place can play a crucial role in shaping potential donors’ responses to compassion-based appeals. Our findings contribute to an understanding of how place attachment and compassion intersect in the digital age, informing innovative strategies for philanthropic campaigns on social media platforms.
AB - In an era of global humanitarian challenges, an understanding of compassion and supportive behaviors is paramount. This study conducted an online experiment involving social media users within the United States, examining the interplay between compassion, empathetic concern, perceived impact, anticipated affect, and intentions to donate time and money. Structural equation modeling revealed that compassion influenced empathetic concern, perceived impact, and anticipated affect. Specifically, empathetic concern influenced intentions to donate time and money, while perceived impact primarily influenced monetary donations. Moreover, place attachment moderated these relationships, indicating that emotional bonds to a specific place can play a crucial role in shaping potential donors’ responses to compassion-based appeals. Our findings contribute to an understanding of how place attachment and compassion intersect in the digital age, informing innovative strategies for philanthropic campaigns on social media platforms.
KW - Charity
KW - Compassion
KW - Empathy
KW - Monetary donation
KW - Social media advertising
KW - Time donation
UR - http://www.scopus.com/inward/record.url?scp=85190410447&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85190410447&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2024.103855
DO - 10.1016/j.jretconser.2024.103855
M3 - Article
AN - SCOPUS:85190410447
SN - 0969-6989
VL - 79
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
M1 - 103855
ER -