She shares,but he does not: Gender differences in the sharing of charity‐related content on social networking sites

Online social networks are widely used methods of communication. This research examines gender differences in people's tendency to post charity‐related messages. In general, compared to males, females show more empathic concerns with online charity‐related messages, which increases their willingness to post messages on their online social networking sites. However, message framing is key. Females' higher tendency only holds for charity messages that focus on benefits to others or the feelings of others, not for messages that are self‐focused. This research also identifies one way of improving men's willingness to post. Messages that are framed by focusing on negative consequence appeals can increase empathic concerns, which can increase males' willingness to share online charity messages on online social networking sites.