C. Silvert, L. Warner, J. Loizzo, Jarred Shellhouse
{"title":"Social media split testing and message framing: Emerging capacities to encourage residential water conservation","authors":"C. Silvert, L. Warner, J. Loizzo, Jarred Shellhouse","doi":"10.1080/1533015X.2021.1887779","DOIUrl":null,"url":null,"abstract":"Abstract Water conservation in residential landscapes remains essential to mitigate projected global water shortages. Social media has seldom been used to drive engagement in conservation and may be an important channel for environmental change agents to communicate to clientele and promote behavior changes. We tested messages framed with real conservation facts and narrative quotes using the split testing technique. Data were collected in real-time on Facebook and Instagram on users’ engagement with water conservation messages/ads and visits to a website to learn more. We found users are more likely to engage with relatable messages containing impressive numbers and perceived measurable benefits.","PeriodicalId":35034,"journal":{"name":"Applied Environmental Education and Communication","volume":"1 1","pages":"334 - 346"},"PeriodicalIF":0.0000,"publicationDate":"2021-02-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Applied Environmental Education and Communication","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/1533015X.2021.1887779","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Social Sciences","Score":null,"Total":0}
引用次数: 1
Abstract
Abstract Water conservation in residential landscapes remains essential to mitigate projected global water shortages. Social media has seldom been used to drive engagement in conservation and may be an important channel for environmental change agents to communicate to clientele and promote behavior changes. We tested messages framed with real conservation facts and narrative quotes using the split testing technique. Data were collected in real-time on Facebook and Instagram on users’ engagement with water conservation messages/ads and visits to a website to learn more. We found users are more likely to engage with relatable messages containing impressive numbers and perceived measurable benefits.
期刊介绍：
Applied Artificial Intelligence addresses concerns in applied research and applications of artificial intelligence (AI). The journal also acts as a medium for exchanging ideas and thoughts about impacts of AI research. Articles highlight advances in uses of AI systems for solving tasks in management, industry, engineering, administration, and education; evaluations of existing AI systems and tools, emphasizing comparative studies and user experiences; and the economic, social, and cultural impacts of AI. Papers on key applications, highlighting methods, time schedules, person-months needed, and other relevant material are welcome.
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