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Celebrities communicating about environmental sustainability on social media have the power to inspire young adults to engage in pro-environmental behavior, such as reducing their consumption behavior or only buying local and organic food. However, at the same time, celebrities’ carbon-rich and luxurious lifestyles might generate skepticism when they preach about environmental action. Thus, this study aims to shed light on the effects of celebrity pro-environmental messages on young adults’ perceived authenticity and greenwashing and, subsequently, on young adults’ pro-environmental behavior. Moreover, this study examined the moderation effect of congruent (vs incongruent) messages in the celebrity’s social media profile depicting an environmentally friendly (vs unfriendly) lifestyle.

The authors conducted a 3 (celebrity pro-environmental messages: with concrete action claim vs without vs control group) x 2 (celebrity message-lifestyle congruence: congruent vs incongruent) between-subjects experimental study (N = 400) with young adults (16–26 years old).

Results showed a significant positive effect of celebrity pro-environmental messages with concrete green action claims on authenticity perceptions only when the social media profile depicted a congruent environmentally friendly lifestyle. Moreover, higher perceived authenticity of the celebrity by social media audiences led to a higher likelihood of young adults’ engagement in pro-environmental behavior.

To the best of the authors’ knowledge, this study is the first to consider celebrity message characteristics and young adults’ perceptions of authenticity and greenwashing when investigating the effects of celebrity pro-environmental messages on young adults’ pro-environmental behavior.

This study examines a controversial issue (biotechnology) and how news disputes about misinformation related to the issue impacts individuals' attitudes toward a biotechnology company and their trust in the media source.

This study conducts a 2 (risk: low vs. high) x 2 (pre-existing attitude: anti gene-editing technology vs. pro gene-editing technology) x 2 (dispute message: absent vs. present) x 2 (media source: Buzzfeed vs NYT) factorial online experiment using a Qualtrics panel (N = 1,080) to examine the impact on individuals' attitudes toward a biotechnology company and trust in the media source.

Results indicate that dispute messages enhance attitudes toward the company but decrease trust in media sources. Interaction effects between pre-existing attitude and the dispute message, along with perceived risk and the dispute message, illustrate stark differences in how individuals with favorable vs. unfavorable pre-existing attitudes assessed the company after viewing the dispute message.

This study applies arguments from extant literature about prebunking and debunking misinformation. Specifically, this study investigates how dispute messages, a form of debunking through source derogation, actually impact individuals' perceptions of media credibility and/or their attitudes about the content they are reading. The study findings also reveal new insights regarding the interaction between pre-existing attitudes and perceived risk, as well as how dispute messages interact with each of the aforementioned factors.

The purpose of this study is to develop a model for investigating the sharing of harmful messages by employees using social media using the conspiracy theory from a socio-legal perspective. This study also examines the moderating role of different demographic parameters such as age, gender and education toward sharing harmful messages using social media.

Using the conspiracy theory and social impact theory as the foundation of this study, the authors developed theoretical model and validated it using the structural equation modeling technique with 342 participants from various organizations across Europe and Asia. The study also used different statistical measures to understand the demographic impacts toward sharing harmful messages.

It was found that epistemic, existential and social motives significantly and positively influence employees’ inappropriate message-sharing and seeking behavior, which in turn influences them to share harmful messages on social media. The study also indicates that there are some moderating impacts of employee demography toward sharing harmful messages using social media platforms.

This study investigates the antecedents of sharing harmful messages using social media by employees. The present study could be useful for the organizations leaders as well as policymakers and legal fraternity. The study uses a limited number of feedback to validate the model. Also, this is a cross-sectional study which is another limitation of this study.

This study has proposed and validated a theoretical model by using the conspiracy theory as well as the social impact theory which is unique. Moreover, this study adds value to the existing literature on the harmful impacts of social media and its societal impacts. Besides, the validated model of this study has a high explanatory power which is another uniqueness of this study.

This research analyses how dialogical communication on social media enhances the effectiveness of sustainability messages in terms of brand engagement and purchase intention. Dialogical messages generate social media engagement, which helps improve consumer responses.

Two experimental studies (2 × 2) were conducted, in which two factors were manipulated: the dialogical potential of the message (dialogical versus monological) and message orientation (sustainability versus commercial).

The dialogical potential of the message moderates the effect of sustainability messages on brand engagement and purchase intention. Results indicate that sustainability messages featuring dialogical elements generate greater brand engagement and purchase intention than commercial messages. Furthermore, social media engagement mediates these effects.

This study offers valuable insights into applying dialogical principles to sustainability communication on social media. Marketers should design dialogical messages to foster dialogue with customers and enhance engagement.

Few studies have focused on analysing the effects of applying dialogical strategies on social media to communicate sustainability. Thus, this study highlights the importance of dialogical communication beyond the inclusion of interactive elements when communicating sustainability on social media. The inclusion of dialogical features specifically benefits sustainability messages, given the transparency and honesty they demand.

This study aims to explore the spillover effects of data breaches from a consumer perspective in the e-commerce context. Specifically, we investigate how an online retailer’s data breach affects consumers’ privacy risk perceptions of competing firms, and further how it affects shopping intention for the competitors. We also examine how the privacy risk contagion effect varies depending on the characteristics of competitors and their competitive responses.

We conducted two scenario-based experiments with surveys. To assess the spillover effects and the moderating effects, we employed an analysis of covariance. We also performed bootstrapping-based mediation analyses using the PROCESS macro.

We find evidence for the privacy risk contagion effect and demonstrate that it negatively influences consumers’ shopping intention for a competing firm. We also find that a competitor’s cybersecurity message is effective in avoiding the privacy risk contagion effect and the competitor even benefits from it.

While previous studies have examined the impacts of data breaches on customer perceptions of the breached firm, our study focuses on customer perceptions of the non-breached firms. To the best of the authors’ knowledge, this study is one of the first to provide empirical evidence for the negative spillover effects of a data breach from a consumer perspective. More importantly, this study empirically demonstrates that the non-breached competitor’s competitive response is effective in preventing unintended negative spillover in the context of the data breach.

This paper aims to examine how content relevancy influences consumers’ preference to receive and share fake news. Further, it investigates how these receivers perceive the social image of the people who share fake news. Finally, this study examines how brand strength and valence and credibility of fake content influence consumer’s word-of-mouth recommendations, purchase intentions and attitude toward the brand.

Three experiments were conducted to test the hypotheses. The data was analyzed using a two-way analysis of variance and PROCESS techniques.

Findings indicate that people prefer to receive and share relevant content, even if it is fake. Sharing fake news conveys the sender’s sociability but also creates a negative perception of narcissism. Individuals are more likely to recommend a brand if the fake news is perceived as credible and positive (vs negative). Finally, brand-strength can help brands to negate the harmful effects of fake news.

Future research can explore the role of group dynamics, tie-strength and media richness (text, image and videos) in the dispersion of fake news and its impact on brands.

Marketers should communicate and educate consumers that sharing fake content can harm their social image, which can reduce information dispersion. Marketers should also improve brand-strength that can protect the brand against the adverse impact of fake news.

This study contributes to the emerging literature on fake news by studying the impact of fake news on consumer intentions and attitudes toward the brand, which are critical for the success of any brand.

During the COVID-19 pandemic, the public relied heavily on digital media to stay tuned for the latest update. Media preference could increase risk perceptions, although the influence of diverse media exposure remains unknown. Based on protection motivation theory, this study aims to investigate how digital media exposure diversity and information verification influence vaccination intention.

Analyzing survey data from 837 respondents in China, this study examined the effects of digital media exposure on information verification, including their influences on the threat appraisal, coping appraisal, vaccine misinformation beliefs, subjective norms and trust in vaccines.

Results indicate that diversity of digital media exposure increased threat appraisal (perceived severity) and coping appraisal (response efficacy and self-efficacy), while information verification increased only coping appraisal (response efficacy and self-efficacy). In addition, diversity of digital media exposure decreased vaccine misinformation beliefs. Furthermore, digital media exposure and information verification were linked to vaccination intention via the mediations of response efficacy, subjective norms and trust in vaccines.

This study is the first of its kind to investigate media exposure diversity in the context of vaccination and health crises. Our findings extended the PMT framework by exploring proactive information-related behaviors as antecedents of mediation processes. In addition, we examined misinformation beliefs, social norms and trust as societal influences. Theoretical and practical implications are also discussed.

The purpose of this paper is to understand how hospitality companies can best explain controversial corporate social responsibility (CSR) activities to consumers who may not agree with the CSR activity. This research explores message framing through emotional and cognitive appeals to influence consumer perceptions of the Gideon Bible in USA hotel rooms. The study uses the theory of deontic justice to measure the impacts of messaging on consumer perceptions of the morality of the Gideon Bible as suicide prevention in hotels and its relation to controversial CSR initiatives.

The study uses an experimental study design via a self-administered survey to analyze participants’ perceptions of the placement of the Gideon Bible in hotel rooms and participants’ attitudes toward CSR initiatives based on deontic justice and religion using different message framing conditions.

Results show that religion was a major determinant of attitude towards the Gideon Bible, but the sentiment analysis also revealed that negative perceptions can be mitigated through message framing via emotional and cognitive appeals. Additionally, the cognitive appeal did impact CSR perceptions, as did identifying as Christian. Moral outrage emerged as a significant moderator for the relationships between message framing, attitudes toward the Gideon Bible and CSR.

This study provides an extension of deontic justice research to examine justice traits in accepting controversial CSR.

The mounting health misinformation on social media triggers heated discussions about how to address it. Anchored by the influence of presumed influence (IPI) model, this study investigates the underlying process of intentions to combat health misinformation. Specifically, we analyzed how presumed exposure of others and presumed influence on others affect intentions to practice pre-emptive and reactive misinformation countering strategies.

Covariance-based structural equation modeling based on survey data from 690 Chinese participants was performed using the “lavaan” package in R to examine the proposed mechanism.

Personal attention to health information on social media is positively associated with presumed others’ attention to the same information, which, in turn, is related to an increased perception of health misinformation’s influence on others. The presumed influence is further positively tied to two pre-emptive countermeasures (i.e. support for media literacy interventions and institutional verification intention) and one reactive countermeasure (i.e. misinformation correction intention). However, the relationship between presumed influence and support for governmental restrictions, as another reactive countering method, is not significant.

This study supplements the misinformation countering literature by examining IPI’s tenability in explaining why individuals engage in combating misinformation. Both pre-emptive and reactive strategies were considered, enabling a panoramic view of the motivators of misinformation countering compared to previous studies. Our findings also inform the necessity of adopting a context-specific perspective and crafting other-oriented messages to motivate users’ initiative in implementing corrective actions.

This study aims to examine the public discourse on sustainable food packaging, evaluating the main characteristics of that discourse and how risk and analytical message content influence consumer engagement.

The authors use two studies with databases built from messages posted on Twitter (now X). Study 1 explores the discourse of sustainable food packaging by conducting a content/sentiment analysis. Study 2 examines more than four million messages posted by or mentioning the world’s most relevant food companies. Hypotheses are tested through censored regression analyses.

The results show that plastic is the term that can better classify how we talk about sustainable food packaging. The authors also show that food packaging messages related to sustainability, compared to those not related to sustainability, are composed using more analytical language, contributing to generating greater engagement. Moreover, social network users remain skeptical about food companies, as the latter messages on packaging sustainability generate less engagement (likes + retweets) than when other users post these messages.

This study addresses important points in the public discourse on social networks about the sustainability of food packaging and its language features. First, the data are representative of the food market with posts from leading worldwide food companies. Second, identifying the hot topics of the discussion on sustainability packaging on social media provides a new perspective on how companies and society view sustainable food packaging. Third, the authors show how the source of the message moderates the impact of sustainability on engagement.