"Hey Friend, Buy Green": Social Media Use to Influence Eco-Purchasing Involvement

This study addresses the use of message carriers to convey corporate social responsibility information to promote eco-purchasing involvement. The work tests various media formats transmitted via social media. The effects of corporate vs. peer communication in a corporate social responsibility campaign in stimulating self-reported eco-purchasing involvement are indicated. The research varies communication dimensions of a fictional corporate social responsibility campaign sent through social media. Multiple media formats; new release; article; and advertisement were tested, as was the inclusion of social media persuasive sentiment. The analysis of source/format combinations and source/format/sentiment combinations found statistically significant differences for consumer-to-consumer communication in stimulating eco-purchasing involvement in certain circumstances. This research suggests an emerging role for the consumer communicator as a content co-creator and validates the effective use of articles and news releases instead of advertising on social media, yielding managerial and scholarly implications.