The purpose of this study was to examine the effects of social cues in self-presentations and the congruence of other-generated comments with the self-presentation in people's evaluations of a profile owner. A 2 (level of social cues: high vs. low) × 2 (congruent vs. incongruent) × 2 (order) × 2 (multiple messages) mixed-subject experiment was conducted with 104 college students. The results showed that a profile owner was perceived less socially attractive when other-generated comments were incongruent with the profile owner's self-presentation. No matter how people package themselves with extravagant self-presentations, it cannot be very successful without validation from others. Interestingly, an interaction effect between congruence and the level of social cues suggested that perceived popularity was low in the incongruent condition regardless of level of social cue. Theoretical and practical implications were also discussed.
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.
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