Mendini, Monica and Peter, Paula C. and Maione, Salvatore (2020) The Positive Power of Social Media Engagement on Consumers’ Gratitude and Altruistic Behaviors. In: Global Marketing Conference (GAMMA), Seoul (virtual).
Full text not available from this repository.Abstract
Social media engagement has received considerable attention in current days. So far, literature has predominantly emphasized the negative effects of high social media use, such as poor body image (Fardouly & Vartanian, 2015; Tiggermann & Slater, 2013), negative mood (Fardouly et al., 2015), loneliness and depression (Hunt et al., 2018). Oppositely, this research provides a counter-balance perspective on the positive effects of social media (i.e. Instagram) on gratitude and altruistic behaviors. In particular, GenY and GenZ are deeply engaged with social media, and the question becomes what type of gratification they receive from using it. Understanding how social media engagement (i.e. time spent on Instagram reading and checking posts/stories) might positively influence the emotions and feelings perceived by young users becomes of particular interest to marketers. With few preliminary studies, this research aims to shed light on the positive role of social media, by investigating how Instagram engagement can influence gratitude towards life and altruistic behaviors. Moreover, we also clarify how escaping from negative feelings can mediate this effect. Finally, we discuss the contributions of this work in line with the well-being of the single user and of society.
| Item Type: | Article in conference proceedings or Presentation at a conference (Paper) |
|---|---|
| Subjects: | Business and administrative studies > Marketing |
| Department/unit: | Dipartimento economia aziendale, sanità e sociale > Centro competenze management e imprenditorialità |
| Depositing User: | Monica Mendini |
| Date Deposited: | 06 Oct 2022 10:08 |
| Last Modified: | 14 Sep 2023 17:00 |
| URI: | http://repository.supsi.ch/id/eprint/13576 |
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