Purpose

Given that many consumers are skeptical about environmentally based advertising campaigns, the purpose of this study is to propose an optimized message strategy to facilitate consumer engagement with green messages in social media contexts.

Design/methodology/approach

Four empirical studies are conducted using self-report questionnaires to test proposed hypotheses with a focus on the interplay between claim specificity and benefit appeals in green advertising on social media.

Findings

The current study examines the interaction effects of claim specificity and benefit appeals on consumer engagement in social media. Specifically, the results reveal that when the message claim is abstract, using other-benefit appeals produces more positive consumer engagement than using self-benefit appeals. Moreover, the results illustrate that self-enhancement motivates consumers to engage with green product advertising messages when the advertising appeal is abstract and the advertising message is associated with benefits for others. Finally, it is found that consumers’ self-construal level moderates the interaction effect of claim specificity and benefit appeals type on consumer engagement on social media.

Practical implications

This paper has practical implications to both social media managers and advertisers in the green product industry: a match with advertising claim specificity and construal level (i.e. social distance: self-benefit vs other-benefit) should be ensured to increase consumer engagement on social media. In addition, self-enhancement and self-construal should be considered for a better message strategy in social media contexts.

Originality/value

The findings make important contributions to the literature in that we extend the applications of construal level theory to social media contexts as a valid theoretical tool to identify optimized green message strategies. As such, it provides future researchers and practitioners in the domain of green campaigns with useful guidelines to boost more consumption of green products.

中文翻译：

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探索优化的社交广告策略，该策略可以使消费者对社交媒体上的绿色消息产生参与

目的

鉴于许多消费者对基于环境的广告活动持怀疑态度，因此本研究的目的是提出一种优化的信息策略，以促进消费者在社交媒体环境中与绿色信息互动。

设计/方法/方法

使用自我报告调查表进行了四项实证研究，以检验提出的假设，重点是社交媒体上绿色广告中的索赔要求特异性和利益诉求之间的相互作用。

发现

当前的研究检验了要求特殊性和利益诉求对社交媒体中消费者参与的交互作用。具体而言，结果表明，当消息声明是抽象的时，使用其他收益上诉比使用自我收益上诉能产生更多的积极的消费者参与度。此外，结果表明，当广告吸引力很抽象并且广告信息与他人的利益相关联时，自我增强会促使消费者参与绿色产品广告信息。最后，发现消费者的自我建构水平减轻了要求特异性和利益诉求类型对社交媒体上消费者参与的相互作用的影响。

实际影响

本文对绿色产品行业中的社交媒体管理者和广告商都有实际意义：应确保与广告主张的特殊性和建设水平（即社交距离：自我利益与其他利益）相匹配，以增加消费者在社交媒体上的参与度。此外，应该考虑自我增强和自我建构，以便在社交媒体环境中获得更好的消息策略。

创意/价值

这些发现为文献提供了重要的贡献，因为我们将解释级理论的应用扩展到社交媒体环境中，作为有效的理论工具来确定优化的绿色信息策略。这样，它为绿色运动领域的未来研究人员和从业人员提供了有用的指导方针，以促进绿色产品的更多消费。