Title: Relationship between escape from negative feelings, gratitude, altruism, and willingness to donate on Instagram: a structural equation modelling approach

Authors: Phuong Viet Le-Hoang

Addresses: Business Administration Faculty, Industrial University of Ho Chi Minh City, Vietnam

Abstract: The purpose of this research is to identify and measure the relationship between escape from negative feelings, gratitude, altruism, and willingness to donate among Instagram users. The study collected 504 valid questionnaires through online and in-person survey methods. The results of the data analysis show that escape from negative feelings affects gratitude, gratitude affects altruism, and altruism affects users' willingness to donate. The study provides insights into the relationship between escape from negative feelings, gratitude, altruism, and willingness to donate on the social networking platform Instagram. As a result, it helps businesses launch effective advertising and branding campaigns. At the same time, as companies develop their brand stories, they will attract and entertain users. Ultimately, this generates sales profits.

Keywords: escape from negative feelings; gratitude; altruism; willingness to donate; WTD; Instagram.

DOI: 10.1504/IJIMA.2024.142813

International Journal of Internet Marketing and Advertising, 2024 Vol.21 No.3/4, pp.418 - 439

Received: 24 Apr 2023
Accepted: 08 Jul 2024
Published online: 22 Nov 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article