Clicking for change: the role of empathy and negative affect on engagement with a charitable social media campaign*
@article{Weiss2019ClickingFC,
title={Clicking for change: the role of empathy and negative affect on engagement with a charitable social media campaign*},
author={Julia K. Weiss and E. Cohen},
journal={Behaviour & Information Technology},
year={2019},
volume={38},
pages={1185 - 1193}
}ABSTRACT This study investigated the effects of a campaign video designed to promote prosocial behaviour by eliciting negative emotions on social network site (SNS) users’ willingness to engage with the content in ways that require little effort (e.g. ‘liking,’ commenting, and sharing). Negative affect was examined as a mediator of the effect of state empathy and content engagement, and trait empathic concern and trait personal distress were examined as potential moderators of this indirect… CONTINUE READING
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