Relationship between escape from negative feelings, gratitude, altruism, and willingness to donate on Instagram: a structural equation modelling approach

Phuong Viet Le-Hoang

International Journal of Internet Marketing and Advertising, 2024, vol. 21, issue 3/4, 418-439

Abstract: The purpose of this research is to identify and measure the relationship between escape from negative feelings, gratitude, altruism, and willingness to donate among Instagram users. The study collected 504 valid questionnaires through online and in-person survey methods. The results of the data analysis show that escape from negative feelings affects gratitude, gratitude affects altruism, and altruism affects users' willingness to donate. The study provides insights into the relationship between escape from negative feelings, gratitude, altruism, and willingness to donate on the social networking platform Instagram. As a result, it helps businesses launch effective advertising and branding campaigns. At the same time, as companies develop their brand stories, they will attract and entertain users. Ultimately, this generates sales profits.

Keywords: escape from negative feelings; gratitude; altruism; willingness to donate; WTD; Instagram. (search for similar items in EconPapers)
Date: 2024
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