 The potential positive effects of time spent on Instagram on consumers’ gratitude, altruism, and willingness to donateMonica Mendini, Paula C. Peter and Salvatore Maione Journal of Business Research, 2022, vol. 143, issue C, 16-26 Abstract: This research focuses on the potential positive effects of time spent on Instagram, a visual-based social media tool, on Gen Y and Z gratitude, altruism, and willingness to donate to charities. Despite the prevalence in the media of Instagram’s negative effects on consumers’ well-being, our research suggests time spent on it might have an instant positive effect on consumers. Specifically, our three studies show the average and heavy Instagram users express more gratitude, feel more altruistic, and end up donating more than light users. We discuss the results in light of the role of hedonism and escape from negative feelings as mechanism explaining the effect. We offer theoretical and managerial implications of these results and discuss the role of Instagram to better promote a responsible and well-being oriented use of Instagram by companies and organizations. Keywords: Time spent on Instagram; Gratitude; Altruism; Willingness to donate; Well-being; Transformative consumer research (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:143:y:2022:i:c:p:16-26 DOI: 10.1016/j.jbusres.2022.01.046 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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