An example of facial emotion analysis. Credit: Financial Innovation (2024). DOI: 10.1186/s40854-024-00630-6
A study conducted by researchers at Ocean University of China, published in the journal Financial Innovation, presents a new model for investigating the role of emotion in charity crowdfunding. This study develops a framework to investigate how text and facial emotions influence crowdfunding outcomes, based on emotional contagion theory and language-mediated association theory. The researchers first collected a comprehensive dataset by observing the facial expressions of campaign initiators and analyzing the emotional content of their stories.
After data collection, the researchers performed preprocessing of the data, including extraction and classification of emotion scores. This study uses data mining techniques to uncover the mechanisms underlying different emotions. Our results indicate that while narratives centered around negative emotions overall are more likely to lead to favorable fundraising outcomes, the impact of specific emotions differs. Additionally, facial emotion has been shown to work in conjunction with text emotion to improve fundraising outcomes.
Lead author Baozhou Lu said, “This study highlights the important role of emotions in charity crowdfunding and provides deep insights into how emotional expressions influence donation behavior.”
The findings of this study not only provide valuable reference material for researchers, but also provide practical guidance for practitioners in the field of charity crowdfunding.
The findings have important practical implications for charity crowdfunding platforms and campaign organizers. By understanding the impact of emotional expressions in both text and facial cues, campaign creators can create more compelling and emotionally resonant stories to increase donor engagement. The platform can also integrate emotion-based tools and features, such as emotion detection algorithms, to provide real-time feedback to optimize campaign content.
Additionally, these insights can help organizations better train campaign initiators, improve their ability to connect emotionally with potential donors, and ultimately increase fundraising success rates. .
Further information: Baozhou Lu et al., “How do emotions affect donations?” Examining the influence of text and facial emotions in charity crowdfunding, Financial Innovation (2024). DOI: 10.1186/s40854-024-00630-6
Provided by Chinese Academy of Sciences
Source: Text and Facial Expressions Drive Charitable Crowdfunding Success (November 5, 2024) from https://phys.org/news/2024-11-text-facial-success-charitable-crowdfunding.html Retrieved November 5, 2024
This document is subject to copyright. No part may be reproduced without written permission, except in fair dealing for personal study or research purposes. Content is provided for informational purposes only.
