Greenfluencing Through the Power of Emotions? Impact of Message Frames and Emotionally Matching Background Music on the Effectiveness of Influencers’ Environmental Communication

IF 5.5 1区文学 Q1 COMMUNICATION

Social Media + Society Pub Date : 2024-05-20 DOI:10.1177/20563051241254381

Zoe Olbermann, Fabian Mayer, Holger Schramm

{"title":"Greenfluencing Through the Power of Emotions? Impact of Message Frames and Emotionally Matching Background Music on the Effectiveness of Influencers’ Environmental Communication","authors":"Zoe Olbermann, Fabian Mayer, Holger Schramm","doi":"10.1177/20563051241254381","DOIUrl":null,"url":null,"abstract":"Social media influencers have become increasingly important in persuading people to become environmentally sensitive. As “greenfluencers” have been studied primarily in the context of advertising, it is crucial to investigate the mechanisms and effects of their non-product–related environmental messages. In two studies, we tested different message frames, a well-known persuasion strategy, in the context of Instagram reels (short audiovisual videos), where user-added background music is a prominent feature. In a 2 × 2 between-subjects online experiment ( N = 240), we manipulated the message frame (gain vs. loss) and the background music (positive vs. negative emotional valence) and found that loss frames reduced behavioral intention via negative emotions. A second 2 × 2 between-subjects online experiment ( N = 207) replicated these findings with an older sample and provided additional evidence that gain frames should be used in environmental communication. Contrary to our assumptions, we found no effect of the emotional valence of music in either study.","PeriodicalId":47920,"journal":{"name":"Social Media + Society","volume":"6 1","pages":""},"PeriodicalIF":5.5000,"publicationDate":"2024-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Social Media + Society","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1177/20563051241254381","RegionNum":1,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}

引用次数: 0

Abstract

Social media influencers have become increasingly important in persuading people to become environmentally sensitive. As “greenfluencers” have been studied primarily in the context of advertising, it is crucial to investigate the mechanisms and effects of their non-product–related environmental messages. In two studies, we tested different message frames, a well-known persuasion strategy, in the context of Instagram reels (short audiovisual videos), where user-added background music is a prominent feature. In a 2 × 2 between-subjects online experiment ( N = 240), we manipulated the message frame (gain vs. loss) and the background music (positive vs. negative emotional valence) and found that loss frames reduced behavioral intention via negative emotions. A second 2 × 2 between-subjects online experiment ( N = 207) replicated these findings with an older sample and provided additional evidence that gain frames should be used in environmental communication. Contrary to our assumptions, we found no effect of the emotional valence of music in either study.

查看原文本刊更多论文

通过情感的力量进行绿色影响？信息框架和情感匹配背景音乐对影响者环境传播效果的影响

社交媒体影响者在说服人们对环境保持敏感方面的作用日益重要。由于对 "绿色影响者 "的研究主要是在广告背景下进行的，因此研究其与产品无关的环境信息的机制和效果至关重要。在两项研究中，我们在 Instagram 短片（视听短片）中测试了不同的信息框架（一种众所周知的说服策略），其中用户添加的背景音乐是一个显著特征。在一项 2 × 2 的主体间在线实验（N = 240）中，我们操纵了信息框架（收益与损失）和背景音乐（积极与消极情绪价位），发现损失框架通过消极情绪降低了行为意向。第二个 2 × 2 主体间在线实验（N = 207）用一个年龄较大的样本重复了这些发现，并提供了更多证据，证明在环境交流中应使用收益框架。与我们的假设相反，在这两项研究中，我们都没有发现音乐的情绪价位会产生影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Social Media + Society COMMUNICATION-

CiteScore

9.20

自引率

3.80%

发文量

111

审稿时长

12 weeks

期刊介绍： Social Media + Society is an open access, peer-reviewed scholarly journal that focuses on the socio-cultural, political, psychological, historical, economic, legal and policy dimensions of social media in societies past, contemporary and future. We publish interdisciplinary work that draws from the social sciences, humanities and computational social sciences, reaches out to the arts and natural sciences, and we endorse mixed methods and methodologies. The journal is open to a diversity of theoretic paradigms and methodologies. The editorial vision of Social Media + Society draws inspiration from research on social media to outline a field of study poised to reflexively grow as social technologies evolve. We foster the open access of sharing of research on the social properties of media, as they manifest themselves through the uses people make of networked platforms past and present, digital and non. The journal presents a collaborative, open, and shared space, dedicated exclusively to the study of social media and their implications for societies. It facilitates state-of-the-art research on cutting-edge trends and allows scholars to focus and track trends specific to this field of study.