Message frames are often used to communicate about invasive species due to the additional meaning they provide. They appear in calls to action like “join the battle against invasive species,” “unwelcome exotics,” or “Stop Aquatic Hitchhikers.” However, little is known about how stakeholders respond to these message frames. This research tested five common message emphasis frames used in invasive species communication. These message frames were placed in social media advertisements about zebra mussels to determine the impact each message frame had on user online behavior. For cost-per-click (CPC), ANOVA showed effects for framing and gender. Model coefficients revealed that Hitchhiker and Protective had significantly higher CPC than Science, and that women had a higher CPC. For comments, ANOVA showed effects for framing and gender. Model coefficients revealed that no frame had a significantly different effect on comments than Science, and that women commented on posts less. For shares, ANOVA showed effects for framing. Model coefficients revealed that Hitchhiker was shared more than Science. It is important to note that neither Militaristic nor Nativist outperformed Science on any measured outcome. Coupled with ethical considerations, our results suggest the use of Nativist and Militaristic frames are not necessary to influence online behavior. Message frames without ethical issues can be used to achieve the outcomes we tested without compromising message effectiveness. Within this article, we provide background on commonly used invasive species message frames, explain our methods for testing how they impact user behavior, and suggest limitations and applications of this work.

由于消息帧提供了额外的含义，因此通常使用消息帧来传达有关入侵物种的信息。它们出现在诸如“加入与入侵物种的斗争中”、“不受欢迎的外来物种”或“阻止水生搭便车者”之类的行动呼吁中。然而，人们对利益相关者如何响应这些消息框架知之甚少。这项研究测试了入侵物种交流中使用的五种常见信息强调框架。这些消息框被放置在关于斑马贻贝的社交媒体广告中，以确定每个消息框对用户在线行为的影响。对于每次点击费用 (CPC)，方差分析显示了框架和性别的影响。模型系数显示 Hitchhiker 和 Protective 的 CPC 显着高于 Science，并且女性的 CPC 更高。对于评论，方差分析显示了框架和性别的影响。模型系数显示，没有框架对评论的影响与科学相比有显着不同，女性对帖子的评论较少。对于股票，方差分析显示了框架的影响。模型系数显示 Hitchhiker 的共享程度高于 Science。重要的是要注意，无论是军国主义还是本土主义，在任何衡量的结果上都没有超过科学。再加上道德考虑，我们的结果表明使用本土主义和军国主义框架不是影响在线行为的必要条件。可以使用没有道德问题的消息框架来实现我们测试的结果，而不会影响消息的有效性。在本文中，我们提供了常用入侵物种消息框架的背景，解释了我们测试它们如何影响用户行为的方法，