Research on Emotional Mobilization Mechanism and Social Trust Construction in Online Fundraising Copywriting

Abstract

As Internet public welfare grows, online donation platforms have become a crucial supplementary mechanism for social assistance.
Donation appeals, as the primary medium for conveying help requests, serve a dual role in emotional mobilization and trust building. This
paper analyzes the internal structure of emotional mobilization strategies and the pathways to social trust generation based on samples from
mainstream online donation platforms. The study shows that donation appeals often evoke public empathy through three methods: emotional
reinforcement, role invocation, and narrative construction, which can, to some extent, encourage donations. However, while the mechanism of
emotional mobilization enhances mobilization effectiveness, it may also pose a potential threat to the platforms trust ecosystem. The article
concludes with governance recommendations, including improving content review, strengthening ethical supervision, and enhancing public
media literacy, aiming to promote the sustainable development of the online donation ecosystem.