Electronic Theses and Dissertations

Date

2025

Document Type

Thesis (Access Restricted)

Degree Name

Doctor of Philosophy

Department

Business Administration

Committee Chair

Mehdi Amini

Committee Chair

Ganga Urumutta Hewage

Committee Member

Greg Boller

Committee Member

Jeff Thieme

Committee Member

Sandra Richardson

Committee Member

Susy Jaramillo

Abstract

This three-essay dissertation examines the role of emotions, visual cues, and timing in the context of prosocial behavior. Utilizing a bibliometric analysis, essay one provides a comprehensive overview of the emotions and cause-related marketing research domain. It identifies patterns in published research as well as fruitful avenues for future research based on the overall trajectory of the field. Across a series of studies, essay two compares the effectiveness of two types of visual cues: facial and non-facial emojis. Previous research has highlighted the widespread use of facial emojis, which are regarded as more effective than plain text in digital communications. Anchored in expectancy violations theory, this research is the first of its kind as it directly compares the effectiveness of facial versus non-facial emoji use in the context of prosocial behavior. Essay three examines the role of timing and its impact on prosocial behavior. Specifically, this research examines an individual's donation intention when they observe a message from a charitable organization during the morning period versus in the afternoon period. These three essays make substantial contributions to theory and practice in the areas of prosocial behavior, visual cues, and circadian rhythms (e.g., time of day).

Comments

Data is provided by the student.

Library Comment

Dissertation or thesis originally submitted to ProQuest.

Notes

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