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- W4312544498 abstract "<p class=MsoNormal style=margin: 0in;><font face=Times New Roman, serif><span style=font-size: 14.6667px;>Environmental plastic pollution is a global concern and consumers have shown a growing interest for brands that take responsibility at persevering the Earth. This study experimentally examines the interaction effect of green ad framing and morality traits on consumers' social media engagement. Two experimental studies were conducted to examine the proposed hypotheses. The results showed that the feasibility (vs. desirability) appeal was more effective in enhancing social media engagement for higher moral participants. However, no significant difference between message framing emerged for the lower moral participants. The current study makes several theoretical and managerial contributions. We suggest that individuals' morality is the key moderator that affects green marketing strategy on social media.</span></font>" @default.
- W4312544498 created "2023-01-05" @default.
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- W4312544498 date "2022-09-23" @default.
- W4312544498 modified "2023-09-26" @default.
- W4312544498 title "Green Message Framing Effects on Social Media Engagement: Moderating Role of Morality Traits" @default.
- W4312544498 doi "https://doi.org/10.31274/itaa.13389" @default.
- W4312544498 hasPublicationYear "2022" @default.
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