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Keywords: Compassion fade
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Journal Articles
Journal of Research in Interactive Marketing (2023) 17 (2): 299–316.
Published: 19 April 2022
...Jihye Kim; Minseong Kim Purpose In light of the increasing occurrences of social issues and natural disasters, the number of people who need financial assistance is also growing. Using the compassion fade framework, marketing scholars have focused on the impact of the number of victims in need...
