How Does the Text Sentiment Tendency Affect the Fundraising Effect of Digital Environmental Protection Public Welfare Projects?—Moderating Effect of Projects' Information

Abstract

In recent years, environmental public welfare projects have mushroomed on major online public welfare platforms, reflecting people's strong desire to improve the current environment. However, China's “Internet +” environmental public welfare undertakings started late. The current academic studies on promoting the development of such projects mostly start from the perspective of a single stakeholder and study the factors affecting their participation, without analyzing how the project's text, as the primary information carrier of the project, promotes the success of the project fundraising. This paper takes the environmental public welfare projects of Tencent Charity as the research object, conducts text sentiment tendency analysis on 393 collected data, and then uses a generalized linear model to analyze the influence of different fundraising duration and target amounts on fundraising effects. The results show that positive text is beneficial to the success of project fundraising, negative text is detrimental to the success of project fundraising, and neutral text has almost no effect on the effect of project fundraising.