9 research outputs found
Matching moods between image and text: an investigation of the interplay of emotional valence in NPOs’ social media posts
No full textThis study examines the potential for nonprofit organizations to enhance engagement on social media by manipulating the emotional valence of images and text in Instagram posts. Given the pivotal role of social media in raising awareness and attracting donors, it is crucial to comprehend the interplay between text and image emotional tones to enhance the effectiveness of social media posts. This research aims to explore the impact of emotional valence matched and mismatched between images and accompanying text on viewer engagement. Additionally, it investigates the effectiveness of overlaying captions on images compared to the standard format, where the caption is positioned below the image to complement the post. A between-subject
experimental design has been conducted. The results suggest that social media posts with emotional valence mismatch between text and image, as well as posts where the text is placed below the image rather than overlaying it, achieve higher levels of engagement
How Emotions drives Donations: A systematic literature review on emotional charity advertising
No full textThis study is the first attempt to organize and systematically review the literature on emotional advertising in the charity sector based on eliciting emotions to attract donors.
In the face of increasing competition between different players, marketing and
communication strategies become crucial to achieving the fundraising goals of each non-profit organization (NPO). When designing their advertising campaigns, NPOs often have to ponder how much they want to emphasize the negative consequences of not helping or the positive effects of helping (Erlandsson et al., 2018). In their
advertising, NPOs frequently use emotional appeals to raise awareness of their cause (Septianto and Tjiptono, 2019). Often, negative emotional appeals like guilt (Hibbert et al., 2007), anger (Vitaglione and Barnett, 2003), and sadness (Small and Verrochi, 2009) are what motivate people to donate. According to various research approaches, prosocial messages have characteristics that support the dual goals of engagement and persuasion (Bartsch and Kloss, 2019). Studies on the effects of message factors in charity advertising have addressed, for example, emotional appeals (Basil et al. 2006; Bennett, 2015), and altruistic versus selfish appeals (Chang and Lee, 2011).
Specifically, this research enriches the contributions of Wimer and Gross (2021), in which the authors focus on charity advertising in general. This study aims to narrow the field by concentrating on the impact in terms of donations of the positive or negative emotions elicited by the advertisement’s text, images, and colors.
Methodology
The research was conducted according to the systematic literature review method. This methodology was chosen to accurately answer the research questions, reduce potential bias in the selection of articles, and provide reliable results while attempting to
minimize interpretive subjectivity (Moher et al., 2009). Initially, search keywords,
target databases, and inclusion and exclusion criteria were selected. Keyword
identification was the first step in the article collection phase (Tranfield et al., 2003).
To find as many articles as possible that addressed the role of emotion in the
effectiveness of charity advertising, the following search string was chosen: [emotion* in charity advertisement* or emotion in charity donation*]. All proposed document types were included in the analysis (i.e., articles, conference papers, conference proceedings, literature reviews) by applying the above string to their title, abstract, and keywords. Regarding the choice of databases, Web of Science (WoS) has been selected for its rigorous journal selection procedure based on publication standards, expert opinions, regular appearances, and the quality of citation data, making it the most reliable source (Garfield, 1990). Initially, the goal was to select all contributions that addressed the topics of interest (e.g., emotions, charity advertising, and donations).
Then, all papers that analyzed donor behavior and people’s natural propensity to donate from a purely psychological perspective, not considering marketing and management aspects, were excluded. No exclusion criteria were applied based on the research approach (qualitative vs. quantitative) or period. This selection stemmed from a desire to observe trends in research approaches to this topic and to see if there was any change at the theoretical level over 15 years (2008-2013) due to the changing cultural context and digital transformation.
Results
We identified a total number of 126 publications on WoS. After initial screening based on title and abstract, 67 papers were included in the review. As a result, 67 documents have been retained and examined through text analysis to pinpoint the key ideas and viewpoints regarding the effectiveness of charity advertisements based on emotional cues. A secondary screening phase, consisting of the full-text reading, excluded articles. The final total amount of considered paper is 55. Regarding the annual research trend, a growing interest in emotional advertising can be observed during the reporting period. All the sources are journals belonging to the fields of advertising, nonprofit marketing, and psychology. These figures highlight a multidisciplinary interest in this topic. Finally, concerning the methodologies, all of the selected publications use quantitative approaches, and four of them make use of neuromarketing techniques including eye-tracking and electroencephalograms. Through a content analysis, the following fundamental themes have been identified: (i) the role of emotions elicited by advertising message framing, considering images and text; (ii) the role of emotions elicited by advertising message framing, considering only text; (iii) the role of emotions elicited by images and facial expressions in advertising visual content; (iv) the role of emotions elicited by advertising images’ colors; (v) the effectiveness of shocking charity campaigns. This study provides a comprehensive overview of the current state of the art on the effectiveness of positive or negative emotions in promoting charitable giving. In particular, it demonstrates how incorporating different combinations of emotions (positive and negative) into a single promotional message can increase charitable giving. Pride, hope, nostalgia, guilt, and compassion are the most stimulating emotions. However, the impact on donations of using positive or negative emotions in philanthropic advertising messages is not clear. Rather, it is evident that the context of reference and the goal of the organization influence the impact of the emotions triggered by the donor. The principle of congruence between the mission of the institution and the type of emotions elicited suggests that it would be beneficial to move from this broad overview to a more focused approach to identify which emotions are most effective depending on the different domains in which the organization operates (Goenka and Van Osselaer, 2019). Finally, the articles on the psychological impact of colors opened the possibility to explore how colors and emotions influence the success of fundraising appeals. Innovative methodologies based on Artificial Intelligence (AI) image analysis can offer great possibilities for the development of the present study. In addition, this study could be further extended by broadening the article collection using other databases
Does the end justify the means? The persuasive power of emotions in charity advertising: a systematic literature review
No full textMost nonprofit organisations, particularly in the charity sector, mainly survive and operate because of the capital they manage to raise through donations. Consequently, fundraising campaigns are vital, and emotions play a crucial role in designing advertising appeals. Although the central role of emotions in encouraging people to donate has been widely researched, the literature presents conflicting evidence. This study aimed to fill this gap by systematically reviewing the extensive and fragmented literature focused on charity advertising and analysing the role of emotions in stimulating prosocial behaviour in the charity sector. According to the PRISMA approach, 79 articles, published between 2005 and 2023, were considered. A framework was developed to analyse emotion in charity advertising, providing an overview of the leading theories, methods, and results. The study offers implications for theory development (e.g., by suggesting future research questions derived from the primary traces of evidence) and marketing practice (e.g., by helping nonprofit organisations create more effective campaigns to stimulate donations)
Design of an Ethical Framework for Artificial Intelligence in Cultural Heritage
No full textIn recent years Artificial Intelligence (AI) has found its way into the creative and cultural industries, opening up new challenges and opportunities, poorly sufficiently explored today. However, when it comes to culture and creativity, many social and political cost factors should be taken into account. It is crucial to identify the opportunities that AI can offer in terms of the preservation, use, promotion, and accessibility of Cultural Heritage (CH). However, ethical concerns should be outlined when applying AI in cultural settings, such as for the digital replica of official UNESCO heritage sites or an unbiased explanation and interpretation of a work of art. This paper provides a first attempt to define the main ethical findings on this topic and propose it as an ethical framework to assess different risks arising from the use of AI in the CH domain. The application of this disruptive technology in the arts is evaluated through the lens of ethical principles for trustworthy AI and it explores whether the wider accessibility and improved preservation techniques enabled by AI come at some cost in terms of interpretation, social and cultural inclusion, subjectivism, or other forms of bias. The main ethical principles that emerge from the literature for the application of AI in the cultural domain are the following: Shared Responsibility, Meaningful Participation, Explainability, Accessibility, Sustainability, Reliability and Dignity. The findings underline the importance of establishing specific sectoral ethical guidelines for AI in the field of tangible and intangible CH to support and enhance its sustainable development without compromising its values, significance, sense of belonging and strong social impact
ARTIFICIAL INTELLIGENCE AND CULTURAL HERITAGE: DESIGN AND ASSESSMENT OF AN ETHICAL FRAMEWORK
No full textThe pioneering use of Artificial Intelligence (AI) in various fields and sectors, and the growing ethical debate about its application have led research centers, public and private institutions to establish ethical guidelines for a trustworthy implementation of these powerful algorithms. Despite the recognized definition of ethical principles for a responsible or trustworthy use of AI, there is a lack of a sector-specific perspective that highlights the ethical risks and opportunities for different areas of application, especially in the field of Cultural Heritage (CH). In fact, there is still a lack of formal frameworks that evaluate the algorithms’ adherence to the ethical standards set by the European Union for the use of AI in protecting CH and its inherent value. Because of this, it is necessary to investigate a different sectoral viewpoint to supplement the widely used horizontal approach. This paper represents a first attempt to design an ethical framework to embody AI in CH conservation practises to assess various risks arising from the use of AI in the field of CH. The contribution presents a synthesis of the different AI applications to improve the preservation process of CH. It explores and analyses in depth the ethical challenges and opportunities presented by the use of AI to improve CH preservation. In addition, the study aims to design an ethical framework of principles to assess the application of this ground-breaking technology at CH
Clusters of Comorbidities in the Short-Term Prognosis of Acute Heart Failure among Elderly Patients: A Retrospective Cohort Study
No full textBackground and Objectives: Elderly patients affected by acute heart failure (AHF) often show different patterns of comorbidities. In this paper, we aimed to evaluate how chronic comorbidities cluster and which pattern of comorbidities is more strongly related to in-hospital death in AHF. Materials and Methods: All patients admitted for AHF to an Internal Medicine Department (01/2015–01/2019) were retrospectively evaluated; the main outcome of this study was in-hospital death during an admission for AHF; age, sex, the Charlson comorbidity index (CCI), and 17 different chronic pathologies were investigated; the association between the comorbidities was studied with Pearson’s bivariate test, considering a level of p ≤ 0.10 significant, and considering p < 0.05 strongly significant. Thus, we identified the clusters of comorbidities associated with the main outcome and tested the CCI and each cluster against in-hospital death with logistic regression analysis, assessing the accuracy of the prediction with ROC curve analysis. Results: A total of 459 consecutive patients (age: 83.9 ± 8.02 years; males: 56.6%). A total of 55 (12%) subjects reached the main outcome; the CCI and 16 clusters of comorbidities emerged as being associated with in-hospital death from AHF. Of these, CCI and six clusters showed an accurate prediction of in-hospital death. Conclusions: Both the CCI and specific clusters of comorbidities are associated with in-hospital death from AHF among elderly patients. Specific phenotypes show a greater association with a worse short-term prognosis than a more generic scale, such as the CCI
Small bowel capsule endoscopy in clinical practice : a multicenter 7-year survey
No full textBackground and aim: Data about small bowel capsule endoscopy (SBCE) come from studies involving small and highly selected populations. The study aim was to describe extent of use, indications, results, complications, and practical issues of SBCE in clinical practice in a Northern Italian Region (Lombardia). Materials and methods: Twenty-three out of 29 invited centers fulfilled a specific questionnaire. Results: Between 2001 and 2008, 2921 procedures were performed and both the number of centers performing SBCE (from 5 to 29) and the number of SBCE (from 7.2 to 69.2 per month) increased steadily. The main indications for SBCE were: obscure gastrointestinal bleeding (OGIB) (43.4%), unexplained anemia (23.9%), suspected Crohn's disease (7.8%) and abdominal pain (5.3%). Overall, SBCE was positive in 50% of cases, negative in 36% and undefined in 14%. The highest diagnostic yields were observed in patients with OGIB (62.5%), polypoid syndromes (74.1%), known (54.8%) or suspected (47.3%) inflammatory bowel disease, while the yields were low in patients examined for chronic diarrhea (27.4%) and abdominal pain (14.9%), 61 patients (2.1%) experienced capsule retention. Thirty-two of them eventually excreted the capsule naturally while endoscopic or surgical retrieval was necessary in 29 (1%) (in two because of obstruction). Conclusion: Over a period of 7 years the use of SBCE in Lombardia increased steadily confirming, in clinical practice, a high diagnostic yield and an acceptable safety profile
Sensibility and Specificity of the VitaPCR™ SARS-CoV-2 Assay for the Rapid Diagnosis of COVID-19 in Older Adults in the Emergency Department
No full text(1) Background: During the COVID-19 pandemic, rapid and reliable diagnostic tools are needed for detecting SARS-CoV-2 infection in urgent cases at admission to the hospital. We aimed to assess the performances of the rapid molecular VitaPCR™ test (Menarini Diagnostics) in a sample of older adults admitted to the Emergency Department of two Italian hospitals (2) Methods: The comparison between the rapid VitaPCR™ and the RT-PCR was performed in 1695 samples. Two naso-pharyngeal swab samplings from each individual were obtained and processed using the VitaPCR™ and the RT-PCR for the detection of SARS-CoV-2 (3) Results: VitaPCR™ exhibited good precision (<3% CV) and an almost perfect overall agreement (Cohen’s K = 0.90) with the RT-PCR. The limit of detection of the VitaPCR™ was 4.1 copies/µL. Compared to the RT-PCR, the sensitivity, the specificity, and the positive and negative predictive values of VitaPCR™ were 83.4%, 99.9%, 99.2% and 98.3%, respectively (4) Conclusions: The VitaPCR™ showed similar sensitivity and specificity to other molecular-based rapid tests. This study suggests that the VitaPCR™ can allow the rapid management of patients within the Emergency Department. Nevertheless, it is advisable to obtain a negative result by a RT-PCR assay before admitting a patient to a regular ward
