While online retail sites succeed in reinforcing perceptions of human warmth on their
websites thanks to more and more interactive technologies, the charitable sector cannot, for …

Browsing behaviour, as a pivotal step before donation behaviour, plays a crucial role in
online charitable fundraising, with little attention focused on attracting potential donors' …

Monitoring cues, such as an image of a face or pair of eyes, have been found to increase
prosocial behaviour in several studies. However, other studies have found little or no …

Photographs and charitable appeals are frequently used to increase engagement in online
fundraising projects. In this research, we investigated the interaction effect between the …

Purpose This study aims to present a typology of Facebook followers of charities, drawing on
theories of value co-creation, impression management and conspicuous donation behavior …

Although online fundraising by charitable organisations is now commonplace, many aspects
of effective online fundraising remain unexamined. In particular, little is known about the …

As the use of live-stream marketing by corporations to sell products is increasing, the
sustainability of this marketing model has been a controversial topic in recent years. In this …

Marketers and policymakers use advertising visuals to motivate prosocial behavior, whereby
visual attractiveness influences people's empathy and thus their prosocial decisions. In the …

One of the defining features of online social networks is that users' actions are visible to
other users. In this paper, we argue that such visibility can have a detrimental effect on users' …

Although textual emotional appeals in a donation context have been studied in past
research, there has been little work looking at facial emotions expressed in posted images …