The Role of Emotional Appeal in Water Conservation Communication: A Framework for Social Media Engagement

Abstract

Amidst the growing concern about water scarcity in today’s world, the emergence of social media stands as a pivotal opportunity. This digital phenomenon provides a powerful platform to raise awareness and transform the behaviours of water consumers. While previous research has emphasised the importance of informative messaging in environmental communication, the potential impact of emotional appeal remains understudied. This research aims to fill this gap by proposing a comprehensive framework that integrates the role of emotional appeal, which can be evoked through video creativity and multimedia effects. Drawing upon the Theory of Planned Behavior (TPB) and the Elaboration Likelihood Model (ELM), the proposed framework highlights the interplay between cognitive and affective factors in influencing individuals’ attitudes, intentions, and behaviours toward water conservation. To empirically examine the proposed framework, Structural Equation Modelling (SEM) was conducted on a dataset consisting of 433 responses. The analysis revealed that the integration of emotional appeal, elicited through creativity, positively influenced individuals’ attitudes toward water conservation. Overall, the implications are significant for addressing shortcomings in current marketing campaigns and changing the behaviour of water consumers. Water companies and other stakeholders are encouraged to develop social media communication strategies that appeal to emotions and foster empathy to promote sustainable water behaviours among water consumers.