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

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.