Effectiveness of sustainability communication on social media: role of message appeal and message source

Abstract

Purpose This study aims to examine the effectiveness of sustainability communication on social media. More specifically, the effects of message appeal (sensual vs guilt) and message source (hotel vs social media influencer [SMI]) on perceived environmental corporate social responsibility and the intention to stay at the eco-friendly hotel were examined. Design/methodology/approach Three studies using the experimental design were carried out. Study 1 examined the relationship between message appeal (sensual vs guilt), perceived environmental social corporate responsibility and the intention to stay at the eco-friendly hotel when the hotel posts sustainability messages on social media. Study 2 replicated Study 1 findings when the SMI posts sustainability messages. Study 3 examined the moderating role of message source (hotel vs influencer) in the effects of message appeal (sensual vs guilt) on behavioral intentions. Findings Sustainability messages with the sensual (vs guilt) appeal are more persuasive when the eco-friendly hotel (vs SMI) posts it on social media. Furthermore, the traveler’s perception of the hotel’s environmental corporate social responsibility mediates this relationship. Research limitations/implications This study extends the literature on sustainability communication by demonstrating the role of message source and message appeal in influencing the traveler’s perceptions and intentions toward eco-friendly hotels. Practical implications According to the study findings, eco-friendly hotels can motivate travelers to make pro-sustainable choices by accurately matching the message appeal with the message source in the sustainability communication on social media. Originality/value This study is one of the earliest studies that examine the congruency effect of message appeal and message source for sustainability communication on social media in the hospitality realm. The findings offer novel insights for eco-friendly hotels to develop effective sustainability communication on social media.

B Corps’ Social Media Communications during the COVID-19 Pandemic: Through the Lens of the Triple Bottom Line

“…Communication of a firm's sustainable practices influences consumers' brand choices and purchase decisions by enhancing brand visibility, reputation, and trust [22,23]. Companies have used various means to communicate their sustainability, including websites, CSR reports, and social media [23][24][25].…”

“…Communication of a firm's sustainable practices influences consumers' brand choices and purchase decisions by enhancing brand visibility, reputation, and trust [22,23]. Companies have used various means to communicate their sustainability, including websites, CSR reports, and social media [23][24][25]. In particular, social media is an important platform to examine sustainability communication because there is representation from a global audience, and it provides an avenue for stakeholders to co-create communication and express their opinions, experiences, and values, which can help build a stronger community and develop more effective communication strategies to promote sustainability [24,26].…”

“…However, companies have a fragmented understanding of how to strategically communicate their sustainability-related information or effectively persuade their various stakeholders [23]. Previous research focusing on communication strategies has used the public relations model of one-way communication and two-way communication as a framework.…”

“…Lastly, previous studies also warn that external communication of sustainability could invite more skepticism by consumers, the media, and other external stakeholders [6], thus leading some companies to engage in greenhushing. However, companies can reduce such risks and gain positive public perceptions by including third-party endorsements or certifications or engaging independent organizations, activists, or influencers in their communications of sustainability [22,23,37,39]. In this regard, given that B Corp certification is granted to businesses that meet the highest standards of sustainable practices [3,34,39], certified B Corps have a competitive advantage to build a stronger community rooted in transparency.…”

The Relationship of Sustainability Communication on Social Media with Banking Consumers’ Loyalty through e-WOM

“…Businesses in the present era of digital communication use social media to communicate their CSR activities with different stakeholders in order to let them know the organization's positive contribution to society and the environment [10]. There are different studies in the extant literature of CSR that highlighted the importance of social media for effective CSR communication with stakeholders [11][12][13].…”