Personal Biography as Brand Story of Charity Organization: Narrative Persuasion and Moral Emotion
نویسندگان
چکیده
Many charity organizations were founded by or in memory of great personalities. In story marketing research, however, the larger than life stories founders used as brand seldom addressed. This study filled this research gap. Based on narrative transportation and moral emotion traditions, investigates persuasive effect personal biography mediating role compassion, negatively valenced other-directed emotion, subsequent altruistic intentions viewers. The results showed that was positively related to compassion charitable message attitude, both donation forwarding intentions. Need for affect is a trait correlated with compassion.
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ژورنال
عنوان ژورنال: International Journal of Electronic Commerce Studies
سال: 2022
ISSN: ['2073-9729', '2410-8588']
DOI: https://doi.org/10.7903/ijecs.2058