IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v79y2024ics0969698924001516.html
   My bibliography  Save this article

From empathetic hearts to digital hands: A study of compassion and donation behavior in social media advertising

Author

Listed:
  • Kim, Minseong
  • Kim, Jihye

Abstract

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.

Suggested Citation

  • Kim, Minseong & Kim, Jihye, 2024. "From empathetic hearts to digital hands: A study of compassion and donation behavior in social media advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    • Handle: RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001516
    DOI: 10.1016/j.jretconser.2024.103855
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924001516
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2024.103855?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001516. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.