The impact of linguistic style of medical crowdfunding philanthropic appeals on individual giving.

With the development of Internet financing, more and more people suffering from serious illnesses are choosing to seek help from the community through major illness fundraising platforms to tide over their difficulties. Previous research has demonstrated the importance of message framing for funding projects. Current research focuses on the content of the charitable appeals, yet missing from this body of research is evidence on how the style of language factors into crowdfunding success. This study was designed as an experiment and analyzed using SPSS24.0 and AMOSS22.0 to explore how different linguistic styles of charitable appeals ultimately influence potential donors' willingness to give by eliciting different moral emotions from them. The results indicate that both pride and guilt positively influence the willingness to donate. Concrete language styles are beneficial in stimulating guilt, while abstract language styles are more likely to stimulate pride. The findings of this dissertation not only help to add to literature related to the field of medical crowdfunding, but also help to guide project sponsors to effectively write appeal content to obtain more fundraising. [ABSTRACT FROM AUTHOR]