气候变化领域集成服务门户(CCPortal): Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts

CCPortal

DOI	10.1016/j.jbusres.2024.114520
	Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts
	Gerrath, Maximilian H. E. E.; Olya, Hossein; Shah, Zahra; Li, Huaiyu
发表日期	2024
ISSN	0148-2963
EISSN	1873-7978
起始页码	175
卷号	175
英文摘要	Virtual influencers (VIs) are an increasingly popular form of endorsers used in marketing campaigns. With their human influencer counterparts sometimes involved in scandals and controversy, VIs can be a more reliable source to promote pro -environmental and sustainable behavior. Taking a multi -methods approach, we examine how individuals react to VIs promoting pro -environmental campaigns. Our findings from initial semi -structured interviews confirm that individuals may be open to learning about green causes from VIs. Following this, we conduct two experiments to explore how VIs should promote green causes depending on their audience. We find that message warmth is positively associated with social -psychological distance, resulting in higher levels of engagement with pro -environmental causes. Moreover, the effect of message warmth is particularly pronounced for individuals with low trust in experts. We propose actionable implications for policy makers and other stakeholders considering employing VIs to promote their pro -environmental campaigns.
英文关键词	Virtual influencer marketing; Green marketing; Social -psychological distance; Message warmth; Trust in experts
语种	英语
WOS研究方向	Business & Economics
WOS类目	Business
WOS记录号	WOS:001179714700001
来源期刊	JOURNAL OF BUSINESS RESEARCH
文献类型	期刊论文
条目标识符	http://gcip.llas.ac.cn/handle/2XKMVOVA/292807
作者单位	University of Leeds; University of Sheffield; Kyung Hee University
推荐引用方式 GB/T 7714	Gerrath, Maximilian H. E. E.,Olya, Hossein,Shah, Zahra,et al. Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts[J],2024,175.
APA	Gerrath, Maximilian H. E. E.,Olya, Hossein,Shah, Zahra,&Li, Huaiyu.(2024).Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts.JOURNAL OF BUSINESS RESEARCH,175.
MLA	Gerrath, Maximilian H. E. E.,et al."Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts".JOURNAL OF BUSINESS RESEARCH 175(2024).