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The potential positive effects of time spent on Instagram on consumers’ gratitude, altruism, and willingness to donate

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  • Mendini, Monica
  • Peter, Paula C.
  • Maione, Salvatore

Abstract

This research focuses on the potential positive effects of time spent on Instagram, a visual-based social media tool, on Gen Y and Z gratitude, altruism, and willingness to donate to charities. Despite the prevalence in the media of Instagram’s negative effects on consumers’ well-being, our research suggests time spent on it might have an instant positive effect on consumers. Specifically, our three studies show the average and heavy Instagram users express more gratitude, feel more altruistic, and end up donating more than light users. We discuss the results in light of the role of hedonism and escape from negative feelings as mechanism explaining the effect. We offer theoretical and managerial implications of these results and discuss the role of Instagram to better promote a responsible and well-being oriented use of Instagram by companies and organizations.

Suggested Citation

  • Mendini, Monica & Peter, Paula C. & Maione, Salvatore, 2022. "The potential positive effects of time spent on Instagram on consumers’ gratitude, altruism, and willingness to donate," Journal of Business Research, Elsevier, vol. 143(C), pages 16-26.
    • Handle: RePEc:eee:jbrese:v:143:y:2022:i:c:p:16-26
    DOI: 10.1016/j.jbusres.2022.01.046
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    References listed on IDEAS

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    2. Baudier, Patricia & Kondrateva, Galina & Ammi, Chantal, 2023. "Can blockchain enhance motivation to donate: The moderating impact of religion on donors' behavior in the USA's charity organizations," Technological Forecasting and Social Change, Elsevier, vol. 191(C).

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