I’m a believer! Believability of social media marketing

Mulcahy, Rory; Riedel, Aimee; Beatson, Amanda; Keating, Byron; Mathews, Shane

doi:10.1016/j.ijinfomgt.2023.102730

Cited by 8 publications

(1 citation statement)

References 58 publications

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“…In contrast, the believability of value propositions directly impacts purchase intention. While previous research suggests that certain information frames, such as gain or loss frames, can influence information believability (Mulcahy et al, 2024) this study concludes, upon examining the correlations between believability and temporal frame variables, that temporal frame has no significant impact on information believability.…”

Section: Discussion and Implications Discussioncontrasting

confidence: 73%

Value delivery in green consumption: the effect of advertisement value proposition on consumer perception and purchase intention

Zhang,

Liu,

2024

Front. Psychol.

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Amid the expanding green consumer market, companies are increasingly emphasizing their eco-friendly contributions in advertising. This study delves into the value delivery process within green consumption, guided by the service-dominant logic (S-D logic). A survey-based experiment with 589 responses reveals that the information frame in advertising significantly impacts consumer value perceptions and purchase intentions. Notably, the temporal frame of advertising plays a pivotal role, influencing consumers' value perceptions. Future framing enhances emotional value perceptions, while past framing promotes environmental value perceptions. This research enhances our understanding of value delivery mechanisms in green consumption and holds valuable implications for marketers of sustainable products.

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Section: Discussion and Implications Discussioncontrasting

confidence: 73%

Value delivery in green consumption: the effect of advertisement value proposition on consumer perception and purchase intention

Zhang,

Liu,

2024

Front. Psychol.

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My money—My problem: How fear‐of‐missing‐out appeals can hinder sustainable investment decisions

Meyer,

Friederich,

Matute

et al. 2024

Psychology and Marketing

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Cryptocurrencies (cryptos) have detrimental environmental effects due to their massive energy consumption. While several green crypto coins have been launched, the mainstream—environmentally unfriendly coins—still lead the market. In this study, we explore if influencer marketing, specifically fear‐of‐missing‐out (FOMO) appeals, can contribute to promoting green crypto coin purchases to encourage sustainable investments. The results of five studies (two lab experiments using neurobiological sensors, two online experiments, and a discrete choice experiment) show that social media postings conveying FOMO appeals decrease (increase) green crypto (normal crypto) coin investments. The results further show that message congruence and emotional value perceptions mediate this effect. Finally, we demonstrate that the observed results hold when adding governance and regulatory crypto support as well as the crypto price path evolution to the choice. The results provide notable theoretical contributions and implications for policymakers concerned with fostering more sustainable consumption behavior in the crypto context.

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Exploring Sustainability Dynamics in Chinese Folk Belief Consumer Behavior: A Quintuple Innovation Helix Approach

Wang,

Yu,

Chau

et al. 2024

J Knowl Econ

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I’m a believer! Believability of social media marketing

Cited by 8 publications

References 58 publications

Value delivery in green consumption: the effect of advertisement value proposition on consumer perception and purchase intention

Value delivery in green consumption: the effect of advertisement value proposition on consumer perception and purchase intention

My money—My problem: How fear‐of‐missing‐out appeals can hinder sustainable investment decisions

Exploring Sustainability Dynamics in Chinese Folk Belief Consumer Behavior: A Quintuple Innovation Helix Approach

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