Millennials, Social Media, Prosocial Emotions, and Charitable Causes: The Paradox of Gender Differences

This research investigated gender differences of Millennials’ online and offline prosocial intentions to support charitable events for the causes of breast cancer and homeless youth after exposure to Facebook appeals to self-benefit and others-benefit, as well as with respect to their empathy identification with the cause and their social-oriented moral identity. In general, the results agree with the literature indicating that women tend to be more altruistic, empathetic, and moral than men. Paradoxically, the findings indicate that, within a social media context, emotions related to altruism, empathy toward the cause, and socially oriented moral identity are factors more closely predictive of males’ inclinations to engage in activities to support charitable events. Whereas women are already more predisposed to helping others, nonprofit marketers must emotionally prod men to help others through specific emotional hooks for prosocial behaviors.