The End of the World or Just a Turning Point? Effects of Negative and Positive Wording within Sustainability Campaigns on Social Media

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0222.pdf (630.74 KB)
Date
2023-01-03
Authors
Decker, Hannah
Feier, Alexia
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2274
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The internet and social media are constantly evolving and providing innovations for communication. Persuasive communication, like advertisements, can be adapted to peoples’ personal preferences and desires based on tracked data. Emotions have been found to play an important role within persuasion. Based on theoretical assumptions of framing and affective priming, we hypothesize different effects of positive and negative messages and mood within social media advertising. To investigate the reception of ads regarding their persuasiveness in sustainability campaigns we conducted an online experiment using a 2x2 between design (N=147) measuring ad evaluation and behavioral intention. Our findings revealed that wording can be an influential factor in persuasive messages towards more sustainability. Positive framing of words led to a better ad evaluation than negative wording. However, behavioral intention was not affected and there was also no enhancing effect of recipients’ environmental awareness.
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Digital and Social Media in Enterprise, emotional wording, microtargeting., persuasion, social media advertising, sustainability campaigns
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https://hdl.handle.net/10125/102912
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10
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Proceedings of the 56th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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Digital and Social Media in Enterprise
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