The Compassion Fade Framework in the Social Media Context: Applying Place Attachment to Advertising Strategies for Monetary Donations

Minseong Kim, Jihye Kim

Research output: Contribution to journalArticlepeer-review

Abstract

This study applies the compassion fade framework to the social media context by considering the moderating role of place attachment. By integrating the compassion fade framework with place attachment theory, this study conducted an online experiment with four conditions and recruited participants in the United States from Amazon’s Mechanical Turk. The empirical findings revealed that given the place attachment condition, social media users’ monetary donation intention was significantly influenced by empathetic concern and anticipated affect, and social media users’ monetary donation intention was significantly affected only by empathetic concern under the general place condition. The path from anticipated affect to monetary donation intention was statistically different between the general place condition and the place attachment condition. Based on these empirical findings, this study makes several meaningful contributions to the extant literature on donation advertisement and their implications for social media advertising strategies.

Original languageEnglish
Pages (from-to)7389-7403
Number of pages15
JournalInternational Journal of Human-Computer Interaction
Volume40
Issue number22
DOIs
StateAccepted/In press - 2023

Bibliographical note

Publisher Copyright:
© 2023 Taylor & Francis Group, LLC.

Keywords

  • anticipated affect
  • compassion
  • empathetic concern
  • monetary donation
  • Place attachment

ASJC Scopus subject areas

  • Human Factors and Ergonomics
  • Human-Computer Interaction
  • Computer Science Applications

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