“Hey Friend,Buy Green”: Social Media Use to Influence Eco-Purchasing Involvement |
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Authors: | Kristie Byrum |
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Institution: | Mass Communications, Bloomsburg University of Pennsylvania, Bloomsburg, PA, USA |
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Abstract: | This study addresses the use of message carriers to convey corporate social responsibility information to promote eco-purchasing involvement. The work tests various media formats transmitted via social media. The effects of corporate vs. peer communication in a corporate social responsibility campaign in stimulating self-reported eco-purchasing involvement are indicated. The research varies communication dimensions of a fictional corporate social responsibility campaign sent through social media. Multiple media formats; new release; article; and advertisement were tested, as was the inclusion of social media persuasive sentiment. The analysis of source/format combinations and source/format/sentiment combinations found statistically significant differences for consumer-to-consumer communication in stimulating eco-purchasing involvement in certain circumstances. This research suggests an emerging role for the consumer communicator as a content co-creator and validates the effective use of articles and news releases instead of advertising on social media, yielding managerial and scholarly implications. |
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Keywords: | Social media corporate social responsibility media format environmental purchasing green marketing |
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