Does Storytelling Spark Empathy and Drive Prosocial Consumption in Social Crowdfunding? Evidence from KitaBisa’s Crowdfunding Campaigns
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Abstrak
This study examined the influence of storytelling on prosocial consumption in the context of non-profit crowdfunding, focusing on empathetic concern as a mediating mechanism. A stimulus-based survey was conducted using 75-second video content from the KitaBisa platform, targeting 708 Facebook and Instagram users in the JABODETABEK region through Meta Ads. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the relationship between storytelling, empathetic concern, and subsequent prosocial consumption intention. The findings revealed that storytelling significantly heightened empathetic concern, which in turn encouraged prosocial consumption intention. This study contributes to the growing body of literature on consumer storytelling by demonstrating how emotionally compelling narratives can foster empathy and drive charitable action in digital crowdfunding settings. Practical insights are offered for non-profit organizations seeking to design more emotionally resonant and impactful campaigns.
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