Emotional and contextual cues influence donation behavior in disease relief projects on a fundraising platform (IMAGE)

Tsinghua University Press

Emotional and contextual cues influence donation behavior in disease relief projects on a fundraising platform

Caption

Both the donation number and amount are influenced by emotional and contextual cues derived from the disease relief projects on a fundraising website. Images and textual data from 1,763 projects were assessed to determine how positive and negative emotions, and external contextual cues factored in donation behavior on the Tencent Gongyi platform in China.

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Journal of Social Computing, Tsinghua University Press

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