Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media

Kim, Young Kyu; Yim, Mark Yi-Cheon; Kim, eunjin; Reeves, William J.

doi:10.1108/jrim-10-2019-0171

Cited by 45 publications

(37 citation statements)

References 69 publications

(93 reference statements)

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“…Celebrity endorsement refers to the strategy of promoting products, services and ideas based on the social influence of well-known individuals (Kyu Kim et al , 2021). A celebrity status is often deemed for someone who is talented in certain fields (e.g.…”

Section: Literature Reviewmentioning

confidence: 99%

Understanding the role of influencers on live streaming platforms: when tipping makes the difference

Zhou

Jin²,

Wu³

et al. 2022

EJM

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Purpose This study aims to examine if the participation of live-stream influencers (LSIs) affects tipping frequency on live streaming platforms, and further investigate the mediating and moderating mechanisms. Design/methodology/approach Quasi-experiment and difference-in-differences models are used for data analysis. Propensity score matching is used to address potential unobservable endogeneity. Findings Real-time live streaming data reveal that LSIs’ participation significantly improves tipping frequency in live streaming rooms. Also, more users are attracted to the live streaming rooms and more users become active in participation. Additionally, the positive impact of LSIs’ participation is enhanced in the live streaming rooms with a greater number of relationship links between users. Research limitations/implications The findings clarify the new role of influencers and reveal the mechanisms on how LSIs benefit the platforms. Practical implications The findings offer novel insights into implementing influencer marketing to interactive social media platforms, by encouraging influencer participation, user relationship building and influencer network growth. Originality/value This study highlights the value of LSIs for interactive social media platforms in terms of organic growth, revenue generation and cost reduction.

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Section: Literature Reviewmentioning

confidence: 99%

Understanding the role of influencers on live streaming platforms: when tipping makes the difference

Zhou

Jin²,

Wu³

et al. 2022

EJM

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show abstract

“…Verma and Yadav (2021) reviewed the literature on eWOM from 2000 to 2020, discovering that hospitality and tourism is one of three clusters as important subthemes of eWOM research. However, eWOM messages may have different effects on people depending on contexts and settings (Sussman and Siegal, 2003; Kyu Kim et al , 2020). Wolny and Mueller (2013) analyzed the participation of fashion consumers in eWOM communication on social media, extending the eWOM framework to other contexts, and indicated that they would like to see more extensive eWOM research conducted in the fashion context, which paved the way for future studies.…”

Section: Theoretical Perspectives and Model Developmentmentioning

confidence: 99%

A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

Shen

2021

JRIM

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Purpose This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement. Design/methodology/approach A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption model. Findings The study finds that among the four types of micro-influencers, market mavens and their eWOM messages have the highest impact on consumer engagement on social media, and it presents a repetitive and persuasive eWOM model of market mavens to increase consumer participation. Also, the study discovers that micro-influencers’ occasion-related microblogs have an increasing impact on consumer interactions whereas microblogs with brands have a decreasing engagement with consumers on social media. Originality/value This study advances prior studies on the relationship between influencers’ eWOM messages and consumer participation on social media by the development of a persuasive eWOM model of micro-influencers to increase consumer engagement and fill in the lack of relevant literature. Also, findings provide actionable insights for marketing communication practitioners to persuade consumers to participate in eWOM communications and establish strong consumer-brand relationships on social media.

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“… Yang et al (2015) find that, when green advertising emphasizes more on altruism, compared with specific advertising claims, abstract advertising claims can intensively improve green consumers’ willingness to purchase. Kim et al (2021) explore optimized social advertising strategies that can generate consumer engagement with green messages on social media. They investigate the effect of claims’ specification and interest appeal on consumers’ degree of involvement on social platforms and show that consumers’ degree of self-structural moderates the interaction effect of claim specificity and benefit appeals type on consumers’ degree of involvement.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Existing research on green advertising has mainly focused on the effect of environmental involvement, self-construction and directional control on green newsfeed advertising, respectively ( Chang et al, 2015 ; Yang et al, 2015 ; Kim et al, 2021 ). However, it is still necessary to investigate the effect of green newsfeed advertising on consumers’ psychology and behavior through empirical methods.…”

Section: Literature Reviewmentioning

confidence: 99%

How Does the Interactivity of Social Media Affect the Adoption of New Green Products?

2021

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In the era of mobile internet, newsfeed advertising, which is most applicable to consumption scenarios that involve mobile devices, has become a core driving force in advertising. The rapid advancement of technology with respect to newsfeed advertising has not only reshaped the green consumption sector but has also had significant impacts on consumer psychology and behavior. When faced with highly social green newsfeed advertising, consumers are receptive to different degrees, which ultimately affects their receptivity to new green products. Through an experiment and a questionnaire, we find the following: (1) Consumers prefer new green products advertised through high-sociality green newsfeed advertisements more than those advertised with low-sociality ads. (2) Receptivity to green advertising can mediate the impact of the sociality of newsfeed advertising on consumer adoption of new green products. (3) The aforementioned direct effect and mediating effect are also affected by consumers’ green involvement. Our paper has both theoretical and practical significance; that is, we contribute to the research on the impacts of the sociality of green advertising on the psychological mechanisms underlying consumer adoption of new green products. Additionally, we provide managerial recommendations for the future development of green newsfeed advertising and for improvements in consumer impressions of green consumption.

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Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media

Cited by 45 publications

References 69 publications

Understanding the role of influencers on live streaming platforms: when tipping makes the difference

Understanding the role of influencers on live streaming platforms: when tipping makes the difference

A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

How Does the Interactivity of Social Media Affect the Adoption of New Green Products?

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