Article2021

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

Matthew Pittman · Anne Oeldorf-Hirsch · Ashley Brannan

100 citations0/0 files storedJournal of Current Issues & Research in Advertising

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Environmental Sustainability in Business Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

This research investigates the effects of digital context on perception of green advertising. We challenge the common advertising practice of posting similar content across platforms by showing how the same ad is received differently by consumers on different digital channels. We use social norms theory (SNT) to build our hypotheses and test them with two experiments. We demonstrate that on a news website, brand quality is the mechanism for the persuasive effect of an appeal (product, environmental, or hybrid). However, on Instagram (Study 1) and Facebook (Study 2), brand authenticity is the persuasive mechanism for generating purchase intent and digital engagement. Results provide converging evidence for brand authenticity as a pivotal factor for green brand success on social media.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 100 citations exist upstream.

References

1991The theory of planned behavior 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 2011The Drivers of Greenwashing 2004Measuring Attitude toward the Brand and Purchase Intentions 2003Developing and validating measures of facets of customer-based brand equity 2012Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk 2011Why do people use Facebook?

Cited by

2023Does socio demographic, green washing, and marketing mix factors influence Gen Z purchase intention towards environmentally friendly packaged drinks? Evidence from emerging economy 2023From green advertising to greenwashing: content analysis of global corporations’ green advertising on social media 2024Mapping the sustainability branding field: emerging trends and future directions 2024Effects of green authenticity on well-being, customer engagement and approach behavior toward green hospitality brands 2025

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.