The interplay between social media virality metrics and message framing in influence perception of pro-environmental messages and behavioral intentions

Present study explored how message framing (gain vs loss) and social media virality metrics (e.g. the number of 'likes' and 'shares'; SMVM) affect pro-environmental message's influence perception and behavioral intention. In a 2 (framing: gain vs loss) x 2 (SMVM: high vs low) between-subjects experiment (N = 404), participants were exposed to Facebook posts about mitigating climate change. Major findings indicate: (1) gain framing, compared to loss, resulted in increased social desirability perception of pro-environmental messages when they are accompanied by high numbers of likes and shares; (2) social desirability perception mediated the effect of message framing on third person perception (TPP) but not on second person perception (SPP); (3) numbers of likes and shares affected participants' message influence perceptions (TPP and SPP), and this was mediated by social desirability perception; and (4) message influence perceptions were found to be significant predictors of participants' intentions for climate change mitigation actions. Study results implicate that SMVM can signal media content popularity and this can further affect social desirability and influence perceptions of the content. Message framing appeared to have an effect on how one thinks media content influence other people, especially in the presence of high levels of endorsement by others. The potential role of SPP, the perception of shared media influence, in augmenting public awareness and engagement is discussed in detail.