Abstract

There has been a long debate about effective emotional appeals on charity advertisements. While many charity organizations recently shifted from negative emotions to happy emotions on their social media, it is not clearly proven whether this strategy is more effective. The objective of this study is to find more detailed unknown information to optimally use emotional charity advertisements on social media. We investigate the effect of 1) emotional valence, 2) their match between images and textual descriptions, 3) their length, and 4) their post timing on social media engagement. By automatically extracting emotions expressed both in facial images and textual descriptions from 3,066 charity posts from Save the Children’s official Instagram account using the computerized emotional content analysis, we provide findings on what, how much, when, and how charity managers can come up with a clear configuration for their social media advertisements.

摘要

关于慈善广告的有效情感诉求一直存在长期争论。虽然许多慈善组织最近在其社交媒体上从负面情绪转变为快乐情绪，但尚不清楚这种策略是否更有效。本研究的目的是找到更详细的未知信息，以优化在社交媒体上使用情感慈善广告。我们调查了 1) 情感效价、2) 它们在图像和文本描述之间的匹配、3) 它们的长度以及 4) 它们在社交媒体参与度上的发布时间的影响。通过从救助儿童会官方Instagram的3,066 条慈善帖子中自动提取面部图像和文字描述中表达的情感使用计算机化的情感内容分析帐户，我们提供了关于慈善经理可以为他们的社交媒体广告提出明确配置的内容、数量、时间和方式的调查结果。