To read this content please select one of the options below:

Effectiveness of sustainability communication on social media: role of message appeal and message source

Payal S. Kapoor (FORE School of Management, New Delhi, India)
M.S. Balaji (Nottingham University Business School, University of Nottingham, Nottingham, UK)
Yangyang Jiang (Nottingham University Business School China, The University of Nottingham Ningbo China, Ningbo, China)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 3 February 2021

Issue publication date: 15 March 2021

6866

Abstract

Purpose

This study aims to examine the effectiveness of sustainability communication on social media. More specifically, the effects of message appeal (sensual vs guilt) and message source (hotel vs social media influencer [SMI]) on perceived environmental corporate social responsibility and the intention to stay at the eco-friendly hotel were examined.

Design/methodology/approach

Three studies using the experimental design were carried out. Study 1 examined the relationship between message appeal (sensual vs guilt), perceived environmental social corporate responsibility and the intention to stay at the eco-friendly hotel when the hotel posts sustainability messages on social media. Study 2 replicated Study 1 findings when the SMI posts sustainability messages. Study 3 examined the moderating role of message source (hotel vs influencer) in the effects of message appeal (sensual vs guilt) on behavioral intentions.

Findings

Sustainability messages with the sensual (vs guilt) appeal are more persuasive when the eco-friendly hotel (vs SMI) posts it on social media. Furthermore, the traveler’s perception of the hotel’s environmental corporate social responsibility mediates this relationship.

Research limitations/implications

This study extends the literature on sustainability communication by demonstrating the role of message source and message appeal in influencing the traveler’s perceptions and intentions toward eco-friendly hotels.

Practical implications

According to the study findings, eco-friendly hotels can motivate travelers to make pro-sustainable choices by accurately matching the message appeal with the message source in the sustainability communication on social media.

Originality/value

This study is one of the earliest studies that examine the congruency effect of message appeal and message source for sustainability communication on social media in the hospitality realm. The findings offer novel insights for eco-friendly hotels to develop effective sustainability communication on social media.

Keywords

Acknowledgements

The author, Dr Payal S Kapoor, is thankful to FORE School of Management for the financial and infrastructural support provided to complete this work.

Funding: This research project was made possible by a research funding from the FORE School of Management, India.

Citation

Kapoor, P.S., Balaji, M.S. and Jiang, Y. (2021), "Effectiveness of sustainability communication on social media: role of message appeal and message source", International Journal of Contemporary Hospitality Management, Vol. 33 No. 3, pp. 949-972. https://doi.org/10.1108/IJCHM-09-2020-0974

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

Related articles