Encouraging Energy Saving through Facebook: Effect of Message Concreteness and Message Sender Distance on Consumer Attitudes and Behavioral Intentions.

Accepted for presentation at the 2020 American Academy of Advertising (AAA) Annual Conference, March 2020, San Diego, CA.

Accepted for presentation at the 2020 American Academy of Advertising (AAA) Annual Conference, March 2020, San Diego, CA.

Abstract: This study examined effects of match versus mismatch of message concreteness (abstract/concrete) and sender distance (far/close) in Facebook-based posts about energy saving on attitudes and behavior intentions. An online experiment (N=183) revealed that participants in the matched condition (concrete message/close sender distance) developed significantly more positive attitudes towards saving energy. Results of the study offer theoretical and practical implications about effects of match versus mismatch of message concreteness and sender distance in social media-based energy saving messages.

Nah Ray Han  Joe Phua  Jihoon (Jay) Kim 

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