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Keywords: Prosocial media content
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Journal Articles
Does emotional media content increase donations for rejected groups?
Available to Purchase
Journal:
Social Responsibility Journal
Social Responsibility Journal (2022) 18 (7): 1270–1284.
Published: 16 August 2021
...Melby Karina Zuniga Huertas; Paula dos Santos Fernandes Cavalcanti; André Torres Urdan Purpose The purpose of this paper is to analyze the effect of exposure to prosocial media content (PMC) on the subsequent intention to donate to a prosocial cause of a rejected group versus a prosocial cause...
