Identifying Emotions in Images and Their Effects on Donation Behavior in Online Crowdsourcing Platforms

Although textual emotional appeals in a donation context have been studied in past research, there has been little work looking at facial emotions expressed in posted images. Drawing on a panel data of 25,321 crowdfunding projects from Gofundme, we investigate how facial emotions expressed in posted images might be strategically used to increase individual project effectiveness as measured by metrics relevant to the platform, i.e., donation...