Dissertation
Revealing the strength of eWOM intentions in environmental CSR advertising campaign on Instagram: The role of regulatory focus message, self-construal, and number of followers
Washington State University
Doctor of Philosophy (PhD), Washington State University
01/2022
DOI:
https://doi.org/10.7273/000004633
Handle:
https://hdl.handle.net/2376/125055
Abstract
The purpose of this research is to study the strength of electronic word of mouth intention in the context of environmental CSR advertising campaign on Instagram. This research developed an online experiment to test whether the moderation of the indirect effects of regulatory-focused messages by self-construal was moderated by the number of followers. Results showed that the indirect effect of a promotion-focused message on electronic word of mouth intention through attitudes toward environmental CSR advertising campaign on Instagram was stronger for those with higher interdependent-self construal. However, the moderation of the indirect effect of a promotion-focused message by interdependent self-construal did not differ between a low and a high number of followers. This research advances our understanding of eWOM intention in environment CSR advertising campaign on Instagram by integrating both message and individual characteristics into the strength of eWOM intention. This research also provides new perspectives on the effects of InterSC on cognition and motivation.
Metrics
68 File views/ downloads
25 Record Views
Details
- Title
- Revealing the strength of eWOM intentions in environmental CSR advertising campaign on Instagram
- Creators
- Jinho Joo
- Contributors
- Yoon-Joo Lee (Advisor)Erica Austin (Committee Member)Stacey Hust (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Edward R. Murrow College of Communication
- Theses and Dissertations
- Doctor of Philosophy (PhD), Washington State University
- Publisher
- Washington State University
- Number of pages
- 77
- Identifiers
- OCLC#: 1365774110; 99900898638401842
- Language
- English
- Resource Type
- Dissertation