"DO YOU FEEL ME"? THE EFFECTS OF INSTAGRAM USE ON DIGITAL EMPATHY IN MILLENNIALS
YEO YIXIN, DORCAS
YEO YIXIN, DORCAS
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Abstract
Despite the evidence of digital empathy in computer-mediated communication
(CMC), there is little scholarly attention on how social networking sites (SNSs) are
affecting individuals’ abilities to empathize. To fill this gap in literature, the present
study draws on the Perception Action Model (PAM) of empathy to investigate the
relationship between Millennials’ Instagram use and empathy. An online survey of
301 members from the Millennial Generation shows that intensity of Instagram use
significantly influences digital empathy levels. The analysis of the relationship
between Millennials’ frequency and preference for Instagram feature use and digital
empathy revealed that frequency of three Instagram feature use (Like, posting
Instagram TV videos, posting on Stories) and preference for four Instagram feature
use (Like, posting Instagram TV videos, watching Instagram TV videos, posting on
Stories) are predictors of digital empathy. In addition, findings illustrate that digital
empathy has an important effect on online prosocial behaviors. Results from the
study hold important implications for future research, SNS use and design, and
development of empathy training programs.
Keywords
Instagram, PAM of empathy, Millennials, digital empathy, Instagram feature use, online prosocial behavior
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Date
2019-04-18
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Thesis