The emotive power of accounts during war time

Valeriia Melnyk, Olga Iermolenko and Carolyn Cordery

Public Money & Management, 2025, vol. 45, issue 3, 217-227

Abstract: The study examines the emotive power of accounting on social media (SM) within the context of war. The focus is on a Ukrainian charity and how it used joy-based and anger-based emotions on SM to attract financial donations during the war. This article’s findings have implications for charities and other organizations, as they illustrate how accounting on SM can be presented using emotions to increase public engagement. Additionally, understanding the emotive power of accounts is useful for charities in persuading potential donors to help with disasters, human-made or otherwise, across the globe.

Date: 2025
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DOI: 10.1080/09540962.2024.2425053

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