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Green Advertising on Social Media: Brand Authenticity Mediates the Effect of Different Appeals on Purchase Intent and Digital Engagement
Journal of Current Issues & Research in Advertising Pub Date : 2021-11-01 , DOI: 10.1080/10641734.2021.1964655
Matthew Pittman 1 , Anne Oeldorf-Hirsch 2 , Ashley Brannan 2
Affiliation  

Abstract

This research investigates the effects of digital context on perception of green advertising. We challenge the common advertising practice of posting similar content across platforms by showing how the same ad is received differently by consumers on different digital channels. We use social norms theory (SNT) to build our hypotheses and test them with two experiments. We demonstrate that on a news website, brand quality is the mechanism for the persuasive effect of an appeal (product, environmental, or hybrid). However, on Instagram (Study 1) and Facebook (Study 2), brand authenticity is the persuasive mechanism for generating purchase intent and digital engagement. Results provide converging evidence for brand authenticity as a pivotal factor for green brand success on social media.



中文翻译:

社交媒体上的绿色广告:品牌真实性调节不同诉求对购买意图和数字参与的影响

摘要

本研究调查了数字环境对绿色广告感知的影响。我们通过展示消费者在不同数字渠道上对同一广告的不同接收方式来挑战跨平台发布类似内容的常见广告做法。我们使用社会规范理论 (SNT) 来构建我们的假设并通过两个实验对其进行检验。我们证明,在新闻网站上,品牌质量是吸引力(产品、环境或混合)说服力的机制。然而,在 Instagram(研究 1)和 Facebook(研究 2)上,品牌真实性是产生购买意图和数字参与度的说服机制。结果为品牌真实性作为绿色品牌在社交媒体上取得成功的关键因素提供了一致的证据。

更新日期:2021-11-01
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