Revealing the Strength of CSR Endorsement in an Environmental CSR Advertising Campaign on Instagram: The Role of Interdependent Self-Construal, Regulatory-Focused Messages, and the Number of Followers

The purpose of this research is to study the strength of corporate social responsibility (CSR) endorsement in an environmental CSR advertising campaign on Instagram. A 2 (promotion- vs. prevention-focused messages) × 2 (low vs. high number of followers) between-subjects design was conducted online....

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Bibliographic Details
Published inJournal of interactive advertising Vol. 25; no. 1; pp. 22 - 37
Main Authors Joo, Jinho, Lee, Yoon-Joo
Format Journal Article
LanguageEnglish
Published Routledge 02.01.2025
Subjects
Climate change
corporate social responsibility
interdependent self-construal
number of Instagram followers
regulatory focus theory
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Summary:The purpose of this research is to study the strength of corporate social responsibility (CSR) endorsement in an environmental CSR advertising campaign on Instagram. A 2 (promotion- vs. prevention-focused messages) × 2 (low vs. high number of followers) between-subjects design was conducted online. Results showed that the indirect effect of interdependent self-construal on CSR endorsement through attitudes toward the environmental CSR advertising campaign on Instagram existed when only promotion-focused messages were presented. However, the moderation of the indirect effect of interdependent self-construal by promotion (prevention)-focused messages did not significantly differ between low and high numbers of followers. Theoretical and managerial implications are discussed in more detail.
ISSN:1525-2019
1525-2019
DOI:10.1080/15252019.2024.2420637