Green Advertising on Social Media: Brand Authenticity Mediates the Effect of Different Appeals on Purchase Intent and Digital Engagement

2021 ◽  
pp. 1-16 ◽  
Author(s):  
Matthew Pittman ◽  
Anne Oeldorf-Hirsch ◽  
Ashley Brannan
Keyword(s):  
Social Media ◽  
Purchase Intent ◽  
Brand Authenticity ◽  
Green Advertising ◽  
Digital Engagement

scholarly journals Social Media for Social Justice in Adult Education: A Critical Theoretical Framework

2015 ◽  
Vol 10 (1) ◽  
Author(s):  
Erin Careless
Keyword(s):  
Social Media ◽  
Social Justice ◽  
Adult Education ◽  
Theoretical Framework ◽  
Future Research ◽  
Digital World ◽  
Future Research Project ◽  
Use Of Social Media ◽  
Digital Engagement ◽  
Network Form

Social media as a communicative forum is relatively new, having been around for only ten years. However, this form of digital engagement has revolutionized the way many people interact, network, form relationships, learn, generate and share knowledge. As a noncentralized tool for communication, social media may provide space for critical discourse around issues of social justice, as discussion can be global in scope and is controlled by users themselves. This paper outlines a critical theoretical framework through which to explore the use of social media in adult education to foster such critical and social justice-themed discourse. Drawing upon five critical theorists and their work, this framework sets the stage for a future research project – one that is significant for this increasingly digital world in which we live.

Self-Organizing the Scholarly Practices

2017 ◽  
pp. 144-166 ◽  
Author(s):  
Antonella Esposito
Keyword(s):  
Social Media ◽  
Doctoral Students ◽  
Personal Development ◽  
Organized Activities ◽  
Body Of Knowledge ◽  
Self Organized ◽  
Media Services ◽  
Do It Yourself ◽  
Digital Engagement ◽  
Media Practices

This study explores the self-organized activities undertaken across Web 2.0 and social media services by individual PhD researchers in their doctoral journey. It aims to add to the emergent body of knowledge reporting the doctoral students' experience in the digital venues for scholarly purposes. This chapter is based upon an international and multi-method research carried out to canvass the variety of social media practices characterizing the PhD researchers' digital engagement. The findings offer a detailed and unprecedented repertoire of individual experiments in taming social media to scholarly tasks. The results suggest that complex negotiations occur between technology and practice, where the tension between the need for supporting existing tasks and the attempt for expanding opportunities for personal development is always at work and prefigures an approach to digital engagement always on the move. Furthermore, the research sparks questions about any institution-led initiatives to support the sort of ‘do-it-yourself' PhD emerging from the participants' narratives.

scholarly journals Vegetarian Food Social Media Message: An Empirical Study Of The Effects Of Message Design On Consumer Brand Attitude

2021 ◽  
Author(s):  
Wan-Ting Huang
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Source Credibility ◽  
Final Analysis ◽  
Brand Attitude ◽  
Consumer Involvement ◽  
User Generated Content ◽  
Brand Attitudes ◽  
Brand Authenticity ◽  
Message Type

<p><b>Despite a growing interest in social media communication as a marketing tool, research on its persuasive effects is limited. This is especially true for comparisons between brand-generated and user-generated content, despite the relevance of message control for marketing strategy. </b></p> <p>This present study examines two different message sources (brand vs user) and two message types (rational vs emotional) investigating their effects on consumer brand attitude through the creation of brand authenticity, content authenticity and source credibility while considering consumer food involvement. Participants (N = 342) viewed one of four fictional Facebook messages, which used either a rational or emotional message type and was from either a brand or a consumer.</p> <p>Using regression analysis, and splitting the sample to high (N= 172) and low involvement (N=170), we found for participants with a high degree of involvement, emotional brand-generated content created more positive brand attitudes than rational brand-generated content through perceived brand authenticity and source credibility. However, a rational message generated by a brand led to higher levels of effect on brand attitude with higher perceived content authenticity. For user-generated content, for highly involved consumers, rational messages are more persuasive than emotional messages, creating more positive brand attitudes through brand authenticity and source credibility. Content authenticity had no impact on brand attitude in any user-generated message under high consumer involvement. </p> <p>Under low degrees of consumer involvement, emotional brand-generated messages did not significantly impact brand attitude. However, the effect was found in emotional user-generated messages through content authenticity. With regards to rational brand-generated messages, high perceptions of source credibility generated positive brand attitudes. A similar result has been found in user-generated rational messages. The final analysis showed that regardless of message type and message source, low or high consumer involvement, the positive effect of brand attitude on purchase intention is significant. </p> <p>The theoretical and practical implications of these findings are discussed.</p>

scholarly journals Stories From an (Un)lived Past: Applying Narrative Theory, Vicarious Nostalgia and Brand Authenticity to Urban Outfitters' Instagram Advertising Practices

2021 ◽  
Author(s):  
Cristina Rizzardo
Keyword(s):  
Social Media ◽  
Media Content ◽  
Multimodal Approach ◽  
Major Research ◽  
Brand Authenticity ◽  
Digital Infrastructure ◽  
The Social ◽  
Consumption Practices ◽  
Social Media Platforms

This study develops a narrative-focused analytic model that assesses how a brand communicates its narrative identity by incorporating vicarious nostalgia as a branding practice. Nostalgia as a branding strategy aims to leverage affect and emotion in consumption practices. This is carried out via engagement with stories of an era primarily unlived by the brand’s targeted consumer base. In the presence of nostalgic associations, this strategy facilitates the impression of brand longevity and, thus, brand authenticity and legitimacy. This major research paper applies these theoretical discourses to a case study of the American lifestyle brand Urban Outfitters’ digital advertising implementations on Instagram. A multimodal approach guided the analysis of narrative communication patterns that occurred throughout the 2014 calendar year on the brand’s Instagram account. The findings indicate that Urban Outfitters uses Instagram’s digital infrastructure to facilitate a cohesive brand narrative that is both temporally and causally structured. This narrative encompasses plotlines, settings, and characters of an idealized era that the brand’s targeted consumer base is unacquainted with yet endeavours to elicit consumer identification with the brand nonetheless. Finally, by using an authentic mode of communication as well as cues that faithfully depict the character and culture of a former era, Urban Outfitters generates the same projections of authenticity that nostalgic brands with longstanding histories have by virtue of age. This project offers suggestions for further research including the adaptation of the study to other social media platforms, as well as expanding it to integrate user response to the social media content.

scholarly journals PENGARUH FAMILY BUSINESS IMAGE PROMOTION SORAYA BEDSHEET TERHADAP SOCIAL MEDIA ENGAGEMENT DENGAN BRAND AUTHENTICITY DAN CONSUMER-COMPANY IDENTIFICATION SEBAGAI VARIABEL MEDIASI (SURVEY ON FACEBOOK AND INSTAGRAM USERS)

2020 ◽  
Vol 8 (2) ◽  
pp. 221-234
Author(s):  
Melda Syovina ◽  
Dessy Kurnia Sari ◽  
Dessy Kurnia Sari
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Family Business ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Authenticity ◽  
Social Media Engagement ◽  
Company Identification

This study aims to examine the effect of family business image promotion on social media engagement with brand authenticity and consumer-company identification as mediating variable. This research uses Structural Equation Modeling (SEM) method. The sample of this study was Facebook and Instagram social media users who were conditioned to visit social media from Soraya Bedsheet before filling out questionnaire. The result of this study indicate that family business image promotion conducted online on Soraya Bedsheet brand can influences the formation of brand authenticity, brand authenticity influences the formation of consumer-company identification, ultimately consumer-company identification influences social media users to do social media engagement with Soraya Bedsheet brand. The result also indicate that family business image promotion conducted online on Soraya Bedsheet brand can’t influences social social media users to do social media engagement without mediation by brand authenticity and consumer-company identification.Keywords: Family business image promotion, brand authenticity, consumer-company identification, social media engagement.

scholarly journals The populist allure of social media activism: Individualized charismatic authority

Organization ◽  
2019 ◽  
Vol 27 (3) ◽  
pp. 431-440 ◽  
Author(s):  
Nils Gustafsson ◽  
Noomi Weinryb
Keyword(s):  
Social Media ◽  
Civil Society ◽  
Large Scale ◽  
Media Activism ◽  
Charismatic Authority ◽  
Social Media Platforms ◽  
Organizational Consequences ◽  
Connective Action ◽  
Digital Engagement ◽  
Technological Affordances

This article argues that the type of individualized social media activism that has been conceptualized as ‘connective action’ has affinities to populism, and may have detrimental consequences for democratic procedures and the bureaucratic structures that enable them. We trace the normative allure of individualized digital engagement to the libertarian roots of techno-utopianism and argue that this, in combination with a form of mobilization fueled by digital enthusiasm, has potentially dire democratic and organizational consequences. Digital enthusiasm generated on social media platforms entails self-infatuation, here conceptualized as a form of individualized charismatic authority in the Weberian sense. This individualized form of charismatic authority is fundamentally focused on personalized engagement, and simultaneously interconnected through the technological affordances of social media platforms. If individualized charismatic authority becomes institutionalized as a legitimate and predominant manner of organizing, it may have large-scale implications for societal organizing at large by promoting populism. In sum, we argue that digital enthusiasm not only provides democratic opportunities for protest and contention in civil society, but that the fickleness of the individualized charismatic authority it generates may also put democratic procedures and respect for bureaucratic structures at risk.

Variation matters

2019 ◽  
Vol 29 (6) ◽  
pp. 1469-1484 ◽  
Author(s):  
Guanxiong Huang
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Design Methodology ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Purchase Intent ◽  
Content Type ◽  
Content Creation ◽  
Content Strategy ◽  
Underlying Mechanisms

Purpose In-feed native ads have become a major social media advertising format. The purpose of this paper is to investigate strategies for leveraging native advertising in terms of content creation and platform selection on social media, proposing that variations in content and platform reduce the intrusiveness of native ads, thereby resulting in enhanced brand attitude and purchase intent. Design/methodology/approach Two experiments were conducted with online samples, employing a 2 (content strategy: repeated ads vs varied ads) × 2 (platform strategy: single platform vs multiple platforms) between-subject factorial design. ANCOVA and structural equation modeling were used to test the hypotheses. Findings When repeated ads were used, the use of multiple platforms reduced ad intrusiveness, resulting in more favorable brand attitude and greater purchase intent as opposed to the use of a single platform. In contrast, when varied ads were used, there were no significant differences in the outcome variables between a single platform and multiple platforms. The results were largely consistent across the two experiments. Originality/value This study contributes to theory advancement by unpacking the underlying mechanisms of processing native advertising and shedding light on which content and platform strategies are the most effective on social media.

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