Impact of the identifiable victim effect on audience willingness to donate to healthcare organizations via Instagram

dc.contributor.authorKonkel, Abby Nicole, author
dc.contributor.authorTham, Samuel, advisor
dc.contributor.authorSivakumar, Gaya, committee member
dc.contributor.authorWilliams, Elizabeth, committee member
dc.description2023 Spring.
dc.descriptionIncludes bibliographical references.
dc.description.abstractThe landscape of healthcare fundraising has changed dramatically in recent years due to a rise in online and social media fundraising. As fundraising itself adapts to advancing technology, this study examined how a tried and true traditional fundraising strategy known as the Identifiable Victim Effect impacts audience willingness to donate to healthcare organizations on Instagram. By conducting a 2 x 2 factorial design experimental survey in which photos and captions of Instagram posts were manipulated, the emotional response elicited from different IVE conditions, demographics that may play a role in donating on social media and the ways in which IVE impacts willingness to donate were all examined. This study found that emotional response, measured through Distress and Sympathy positively impacts willingness to donate. This research adds to the existing literature on IVE and starts to bridge the gap that exists at the intersection of healthcare and IVE in social media contexts.
dc.format.mediumborn digital
dc.format.mediummasters theses
dc.publisherColorado State University. Libraries
dc.rightsCopyright and other restrictions may apply. User is responsible for compliance with all applicable laws. For information about copyright law, please see
dc.subjectidentifiable victim effect
dc.titleImpact of the identifiable victim effect on audience willingness to donate to healthcare organizations via Instagram
dcterms.rights.dplaThis Item is protected by copyright and/or related rights ( You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). and Media Communication State University of Science (M.S.)
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
947.56 KB
Adobe Portable Document Format