Investigating the moderating role of altruistic beliefs on negative emotional appeals in digital charity advertising: A study on guilt, shame, and donation intention among Indonesian donors

Abstract

The rising demand for charitable organizations is fueled by increasing numbers of people in need, growing inequalities, and crises such as wars, natural disasters, and inflation. Charities face the challenge of securing sufficient funding, worsened by increased competition and a decline in public donation behavior. Developing new marketing strategies is crucial, particularly leveraging social media in the digital age. While previous research underscores the persuasive power of emotional advertising, gaps remain in understanding which emotions most effectively drive donation intentions. This thesis explores the impact of emotional advertising appeals in digital charity marketing campaigns on donation intention, investigating whether positive or negative appeals are more influential. Additionally, it examines gender differences in altruism and how altruistic values moderate the effects of negative emotional appeals on guilt and shame. An experimental research design was used, with a between-subject design involving three groups exposed to positive, negative, or neutral advertising stimuli. The sample consisted of 200 respondents over 18 years old, representative of the Indonesian population. Participants were randomly assigned to groups and answered questions on donation intentions, altruistic values, emotional reactions, and demographics. Statistical analysis revealed that positive and negative advertising appeals elicit different emotions. Surprisingly, no significant difference was found between positive and negative appeals on donation intention, suggesting emotional orientation does not influence donation intentions. The study also found stronger altruistic beliefs in women and that altruistic values amplify guilt and shame in response to negative emotional appeals.