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

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...

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Published inEnvironmental communication Vol. 16; no. 6; pp. 773 - 787
Main Authors Breves, Priska, Liebers, Nicole
Format Journal Article
LanguageEnglish
Published Philadelphia Routledge 18.08.2022
Taylor & Francis Ltd
Subjects
Advertising
Design of experiments
Digital media
Effectiveness
Experimental design
green advertising
Green products
Greenwashing
inferred motives
Motivation
parasocial relationships
pro-environmental behavior
Social media influencer
Social networks
Sustainability
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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.
AbstractList 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.
Author Breves, Priska
Liebers, Nicole
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  surname: Liebers
  fullname: Liebers, Nicole
  organization: University of Wuerzburg
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Snippet Due to the practice of greenwashing, consumers' trust in green advertising has been reduced. Consequently, when confronted with green advertising appeals,...
Due to the practice of greenwashing, consumers’ trust in green advertising has been reduced. Consequently, when confronted with green advertising appeals,...
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SubjectTerms Advertising
Design of experiments
Digital media
Effectiveness
Experimental design
green advertising
Green products
Greenwashing
inferred motives
Motivation
parasocial relationships
pro-environmental behavior
Social media influencer
Social networks
Sustainability
Title Greenfluencing. The Impact of Parasocial Relationships with Social Media Influencers on Advertising Effectiveness and Followers' Pro-environmental Intentions
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Volume 16
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