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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dc.contributor.author Decker, Hannah
dc.contributor.author Feier, Alexia
dc.date.accessioned 2022-12-27T19:03:09Z
dc.date.available 2022-12-27T19:03:09Z
dc.date.issued 2023-01-03
dc.description.abstract 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.
dc.format.extent 10
dc.identifier.doi 10.24251/HICSS.2023.281
dc.identifier.isbn 978-0-9981331-6-4
dc.identifier.uri https://hdl.handle.net/10125/102912
dc.language.iso eng
dc.relation.ispartof Proceedings of the 56th Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Digital and Social Media in Enterprise
dc.subject emotional wording
dc.subject microtargeting.
dc.subject persuasion
dc.subject social media advertising
dc.subject sustainability campaigns
dc.title The End of the World or Just a Turning Point? Effects of Negative and Positive Wording within Sustainability Campaigns on Social Media
dc.type.dcmi text
prism.startingpage 2274
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