Using social media to promote pro-sustainability behaviours: a quasi-experimental study on message framing
Keywords:corporate social responsibility, social media, message framing
Social media advertising can be used to persuade consumers to act more sustainably. We analysed the effects of outcome and target message framing on consumer involvement variation, attitudes (toward the cause and company) and behavioural intentions (toward the cause and company). The messages are tested in a quasi-experiment in the context of disposable/reusable cups in the hospitality sector. While all stimuli led to an increase in cause involvement, only the outcome message frame showed statistically significant differences, with gain messages being most effective. We reflect on the value of social media to test persuasive communication messages, and the potential for technology to be used for social good.
How to Cite
e-Review of Tourism Research (eRTR) is an international electronic bulletin for tourism research (ISSN:1941-5842). It comprises current tourism research articles, commentaries and reviews by industry professionals. The materials are provided for the personal noncommercial use of registered users of the eRTR, free to individuals and institutions. Copies of articles may be distributed for research or educational purpose, free of charge and without permission. However, commercial use of the eRTR or the articles contained herein is expressly prohibited without the written consent of the publisher.
In consideration for publication of your work, if published on behalf of the eRTR, the author agrees to transfer the work to the eRTR, Department of Recreation, Park and Tourism Sciences, Texas A&M University, USA, including full and exclusive rights to publication in all media now known or later developed, including but not limited to electronic databases.
The authors represents and warrants:
- That the manuscript submitted is his/her own work;
- That the work submitted to the eRTR has not been previously published.