#Greenfluencing. The Impact of Parasocial Relationships with Social Media Influencers on Advertising Effectiveness and Followers’ Pro-environmental Intentions

IF 3 3区社会学 Q1 COMMUNICATION Environmental Communication-A Journal of Nature and Culture Pub Date : 2022-08-18 DOI:10.1080/17524032.2022.2109708

Priska Breves, N. Liebers

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引用次数: 4

Abstract

ABSTRACT Due to the practice of greenwashing, consumers’ trust in green advertising has been reduced. Consequently, when confronted with green advertising appeals, individuals often infer ulterior motives, do not purchase sustainable products and are less inclined to behave pro-environmentally. Based on their success in regular advertising campaigns, social media influencers (SMIs) have been recommended as endorsers for green products to increase advertising effectiveness and sustainable behavior, but no empirical evidence supports these suggestions. An online study with a two-level between-subjects experimental design (N = 145) was employed to validate the positive impact of green advertising on SMIs’ followers compared to non-followers. Results indicate that followers, who have established an intense parasocial relationship with the SMI, believe them to be more trustworthy and consequently attribute affective rather than calculative motives. The attribution of an affective motive, in turn, increased green advertising effectiveness. Furthermore, parasocial relationships enhanced pro-environmental intentions regarding sustainable behavior.

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# Greenfluencing。社交媒体影响者的准社会关系对广告效果和关注者亲环境意图的影响

由于绿色洗白的做法，消费者对绿色广告的信任度降低。因此，当面对绿色广告的呼吁时，个人往往会推断出别有用心，不购买可持续产品，也不太倾向于环保行为。基于他们在常规广告活动中的成功，社交媒体影响者(SMIs)被推荐为绿色产品的代言人，以提高广告效果和可持续行为，但没有经验证据支持这些建议。采用两水平受试者间实验设计(N = 145)的在线研究来验证绿色广告对SMIs追随者和非追随者的积极影响。结果表明，与重度精神病人建立了强烈的副社会关系的追随者相信他们更值得信赖，因此将情感动机而不是计算动机归因于他们。情感动机的归因反过来又提高了绿色广告的有效性。此外，副社会关系增强了可持续行为的亲环境意向。

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来源期刊

Environmental Communication-A Journal of Nature and Culture Multiple-

CiteScore

6.30

自引率

7.40%

发文量

期刊介绍： Environmental Communication is an international, peer-reviewed forum for multidisciplinary research and analysis assessing the many intersections among communication, media, society, and environmental issues. These include but are not limited to debates over climate change, natural resources, sustainability, conservation, wildlife, ecosystems, water, environmental health, food and agriculture, energy, and emerging technologies. Submissions should contribute to our understanding of scientific controversies, political developments, policy solutions, institutional change, cultural trends, media portrayals, public opinion and participation, and/or professional decisions. Articles often seek to bridge gaps between theory and practice, and are written in a style that is broadly accessible and engaging.