•A narrative approach to green messaging is more persuasive than a factual approach.•Acknowledgement of a self-serving factor in green messaging is advantageous to companies.•Specific facts in green ...messaging foster greater message credibility.•Two-sided green messaging amplifies the positive effect of a narrative approach.
Companies are going green, both to benefit the planet and to make their brands more appealing. But some green initiatives have a twofold nature: they require cooperative behaviors by consumers, but save costs for the company. In such situations, companies advertising green initiatives have to overcome a message credibility problem, because people suspect the initiatives are primarily designed to save company costs. This research examines different approaches for making green advertising more credible. Study 1 shows that a narrative (vs. non-narrative) message style is more credible and yields better green evaluations; further, these effects are amplified when the message has two-sided (vs. one-sided) claims. Study 2 confirms the positive effects of narrative (vs. non-narrative) messages and demonstrates the advantage of using messages with specific (vs. general) information about the green initiatives. Results also support the theorizing that the effects of the message variables on green evaluations are mediated by message credibility.
EDITORIAL Krausman, Paul R.; Collier, Bret; Ben-David, Merav ...
The Journal of wildlife management,
07/2021, Volume:
85, Issue:
5
Journal Article
Peer reviewed
The appearance of The Wildlife Society (TWS) publications (i.e., Journal of Wildlife Management JWM, Wildlife Monographs WM, Wildlife Society Bulletin WSB) has changed over the years. In 2021, a new ...journal design (NJD) will be implemented for TWS publications following months of discussion with Council and the journal editors. The scope of the articles and the mission of the journals will not change, but the format and layouts will be modified to simplify typesetting, assist with online reading, and provide a contemporary look for the publications of TWS.
•Examines the persuasion process for nanoinfluencers on social media.•Low-construal message is more credible than high-construal message.•Message valence moderates the effect of message construal on ...message credibility.•Positively framed low-construal message is perceived as more credible.•Message credibility influences intentions toward the service provider and the influencer.
The present study investigates the effectiveness of nanoinfluencers in persuading consumers on social media platforms. Specifically, we propose that message features, such as message construal and message valence, determine message credibility, which influences behavioral intentions toward the service provider and the nanoinfluencer. Three experiments were carried out to test the hypotheses across different contexts. The study findings reveal that low-construal messages posted by the nanoinfluencer are viewed as more credible than high-construal messages. Furthermore, message valence moderates this relationship, such that positively framed low-construal messages are perceived as more credible than negatively framed low-construal messages, which affects consumers’ behavioral intentions. Theoretically, the present study contributes to the literature on influencer marketing by examining the persuasion process for nanoinfluencers. The study findings provide novel insights for service providers interested in nanoinfluencer marketing and nanoinfluencers looking to increase message credibility and grow their following.
Reviewers for 2020 Krausman, Paul R.; Knipps, Anna C. S.; Cox, Allison S.
The Journal of wildlife management,
04/2021, Volume:
85, Issue:
3
Journal Article
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