The potential positive effects of time spent on Instagram on consumers’ gratitude, altruism, and willingness to donate
研究了Y世代和Z世代在Instagram上花费时间对其感恩、利他主义和慈善捐赠意愿的即时积极影响，发现中度和重度用户比轻度用户表现更积极。
This research focuses on the potential positive effects of time spent on Instagram, a visual-based social media tool, on Gen Y and Z gratitude, altruism, and willingness to donate to charities. Despite the prevalence in the media of Instagram’s negative effects on consumers’ well-being, our research suggests time spent on it might have an instant positive effect on consumers. Specifically, our three studies show the average and heavy Instagram users express more gratitude, feel more altruistic, and end up donating more than light users. We discuss the results in light of the role of hedonism and escape from negative feelings as mechanism explaining the effect. We offer theoretical and managerial implications of these results and discuss the role of Instagram to better promote a responsible and well-being oriented use of Instagram by companies and organizations.