The Impact of Narrrative Framing on Online Donations

DOI

10.2991/978-2-38476-462-4_48How to use a DOI?

Keywords

Narrative framing; money framing; utility framing; online donation; perceived appeal; mediating role

Abstract

This study explores the impact of narrative framing on online donation and the mediating role of perceived appeal. Using an online experiment with the “Plant Trees to Fight Smog and Sandstorms” charitable event as the donation scenario, 197 participants were assigned to either a money framing group or a utility framing group, and reported donation intention and amount. Results showed that the utility framing group exhibited significantly higher donation intention, donation amount, and perceived the charitable event appeal than the money framing group. Perceived appeal was found to mediate the relationship between narrative framing and online donation (i.e., intention and amount). The findings provide theoretical and practical insights for optimizing online charity messaging.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zimo Zhang
PY  - 2025
DA  - 2025/09/12
TI  - The Impact of Narrrative Framing on Online Donations
BT  - Proceedings of the 2025 9th International Seminar on Education, Management and Social Sciences (ISEMSS 2025)
PB  - Atlantis Press
SP  - 435
EP  - 443
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-462-4_48
DO  - 10.2991/978-2-38476-462-4_48
ID  - Zhang2025
ER  -