Pro-veganism on Instagram: Effects of user-generated content (UGC) types and content generator types in Instagram-based health marketing communication about veganism
PurposeThrough two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.Design/methodology/approachExperiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and message types (egoistic vs altruistic) on consumer responses to Instagra...
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| Veröffentlicht in: | Online information review 2020-06, Vol.44 (3), p.685-704 |
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| creator | Phua, Joe Jin, S. Venus Kim, Jihoon (Jay) |
| description | PurposeThrough two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.Design/methodology/approachExperiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and message types (egoistic vs altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity vs noncelebrity) and message valence (positive vs negative) on consumer responses to Instagram-based pro-veganism content.FindingsResults demonstrated significant main effects of organization type, with consumers indicating more positive attitudes and higher credibility toward the brand. Significant main effects of message type were also found, with altruistic messages eliciting higher perceived information value than egoistic messages. Subjective norms had moderating effects on attitude toward the organization, while attitude toward veganism had moderating effects on perceived information value. Results also indicated significant main effects of message valence on perceived information value of pro-veganism Instagram posts and significant interaction effects of the two manipulated factors on intention to spread electronic word-of-mouth (eWOM) about pro-veganism.Originality/valueImplications for use of Instagram-based health marketing communication about veganism were discussed. Specifically, organizations looking to use social media to influence attitudes and behavioral intentions toward health issues should seek to reach their target audiences through selecting endorsers and messages that will optimally present the health issue in a relatable and engaging way. |
| doi_str_mv | 10.1108/OIR-06-2019-0213 |
| format | Article |
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Venus ; Kim, Jihoon (Jay)</creator><creatorcontrib>Phua, Joe ; Jin, S. Venus ; Kim, Jihoon (Jay)</creatorcontrib><description>PurposeThrough two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.Design/methodology/approachExperiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and message types (egoistic vs altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity vs noncelebrity) and message valence (positive vs negative) on consumer responses to Instagram-based pro-veganism content.FindingsResults demonstrated significant main effects of organization type, with consumers indicating more positive attitudes and higher credibility toward the brand. Significant main effects of message type were also found, with altruistic messages eliciting higher perceived information value than egoistic messages. Subjective norms had moderating effects on attitude toward the organization, while attitude toward veganism had moderating effects on perceived information value. Results also indicated significant main effects of message valence on perceived information value of pro-veganism Instagram posts and significant interaction effects of the two manipulated factors on intention to spread electronic word-of-mouth (eWOM) about pro-veganism.Originality/valueImplications for use of Instagram-based health marketing communication about veganism were discussed. Specifically, organizations looking to use social media to influence attitudes and behavioral intentions toward health issues should seek to reach their target audiences through selecting endorsers and messages that will optimally present the health issue in a relatable and engaging way.</description><identifier>ISSN: 1468-4527</identifier><identifier>EISSN: 1468-4535</identifier><identifier>DOI: 10.1108/OIR-06-2019-0213</identifier><language>eng</language><publisher>Bradford: Emerald Group Publishing Limited</publisher><subject>Altruism ; Animals ; Attitudes ; Beliefs ; Celebrities ; Credibility ; Digital media ; Intention ; Messages ; Motivation ; Nonprofit organizations ; Norms ; Reference Groups ; Social Influences ; Social Media ; Statistical Data ; Veganism ; Vegetarianism</subject><ispartof>Online information review, 2020-06, Vol.44 (3), p.685-704</ispartof><rights>Emerald Publishing Limited 2020</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><cites>FETCH-LOGICAL-c224t-584e1d02396ebd9a2b95e31d926d4028d01ddf948ce903e0d90a462d4f36532c3</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><link.rule.ids>314,778,782,964,21682,27911,27912</link.rule.ids></links><search><creatorcontrib>Phua, Joe</creatorcontrib><creatorcontrib>Jin, S. 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Venus ; Kim, Jihoon (Jay)</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c224t-584e1d02396ebd9a2b95e31d926d4028d01ddf948ce903e0d90a462d4f36532c3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2020</creationdate><topic>Altruism</topic><topic>Animals</topic><topic>Attitudes</topic><topic>Beliefs</topic><topic>Celebrities</topic><topic>Credibility</topic><topic>Digital media</topic><topic>Intention</topic><topic>Messages</topic><topic>Motivation</topic><topic>Nonprofit organizations</topic><topic>Norms</topic><topic>Reference Groups</topic><topic>Social Influences</topic><topic>Social Media</topic><topic>Statistical Data</topic><topic>Veganism</topic><topic>Vegetarianism</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Phua, Joe</creatorcontrib><creatorcontrib>Jin, S. Venus</creatorcontrib><creatorcontrib>Kim, Jihoon (Jay)</creatorcontrib><collection>CrossRef</collection><collection>ProQuest Social Sciences Premium Collection</collection><collection>Global News & ABI/Inform Professional</collection><collection>Trade PRO</collection><collection>Nursing & Allied Health Database</collection><collection>Computer and Information Systems Abstracts</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ProQuest Pharma Collection</collection><collection>Technology Research Database</collection><collection>ProQuest SciTech Collection</collection><collection>ProQuest Technology Collection</collection><collection>Hospital Premium Collection</collection><collection>ProQuest Central (Alumni Edition)</collection><collection>ProQuest Central UK/Ireland</collection><collection>Social Science Premium Collection</collection><collection>Advanced Technologies & Aerospace Collection</collection><collection>ProQuest Central Essentials</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>Technology Collection (ProQuest)</collection><collection>ProQuest One Community College</collection><collection>Education Collection</collection><collection>Library & Information Science Collection</collection><collection>ProQuest Central Korea</collection><collection>Library & Information Sciences Abstracts (LISA)</collection><collection>Library & Information Science Abstracts (LISA)</collection><collection>Health Research Premium Collection</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>ProQuest Central Student</collection><collection>Research Library Prep</collection><collection>SciTech Premium Collection</collection><collection>ProQuest Computer Science Collection</collection><collection>ProQuest Business Collection</collection><collection>Computer Science Database</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Professional Standard</collection><collection>Advanced Technologies Database with Aerospace</collection><collection>Computer and Information Systems Abstracts Academic</collection><collection>Computer and Information Systems Abstracts Professional</collection><collection>ABI/INFORM Global</collection><collection>Computing Database</collection><collection>Education Database</collection><collection>Library Science Database</collection><collection>Research Library</collection><collection>Research Library (Corporate)</collection><collection>Nursing & Allied Health Premium</collection><collection>Advanced Technologies & Aerospace Database</collection><collection>ProQuest Advanced Technologies & Aerospace Collection</collection><collection>ProQuest One Business</collection><collection>ProQuest One Education</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central Basic</collection><jtitle>Online information review</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Phua, Joe</au><au>Jin, S. Venus</au><au>Kim, Jihoon (Jay)</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Pro-veganism on Instagram: Effects of user-generated content (UGC) types and content generator types in Instagram-based health marketing communication about veganism</atitle><jtitle>Online information review</jtitle><date>2020-06-08</date><risdate>2020</risdate><volume>44</volume><issue>3</issue><spage>685</spage><epage>704</epage><pages>685-704</pages><issn>1468-4527</issn><eissn>1468-4535</eissn><abstract>PurposeThrough two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.Design/methodology/approachExperiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and message types (egoistic vs altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity vs noncelebrity) and message valence (positive vs negative) on consumer responses to Instagram-based pro-veganism content.FindingsResults demonstrated significant main effects of organization type, with consumers indicating more positive attitudes and higher credibility toward the brand. Significant main effects of message type were also found, with altruistic messages eliciting higher perceived information value than egoistic messages. Subjective norms had moderating effects on attitude toward the organization, while attitude toward veganism had moderating effects on perceived information value. Results also indicated significant main effects of message valence on perceived information value of pro-veganism Instagram posts and significant interaction effects of the two manipulated factors on intention to spread electronic word-of-mouth (eWOM) about pro-veganism.Originality/valueImplications for use of Instagram-based health marketing communication about veganism were discussed. Specifically, organizations looking to use social media to influence attitudes and behavioral intentions toward health issues should seek to reach their target audiences through selecting endorsers and messages that will optimally present the health issue in a relatable and engaging way.</abstract><cop>Bradford</cop><pub>Emerald Group Publishing Limited</pub><doi>10.1108/OIR-06-2019-0213</doi><tpages>20</tpages></addata></record> |
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| subjects | Altruism Animals Attitudes Beliefs Celebrities Credibility Digital media Intention Messages Motivation Nonprofit organizations Norms Reference Groups Social Influences Social Media Statistical Data Veganism Vegetarianism |
| title | Pro-veganism on Instagram: Effects of user-generated content (UGC) types and content generator types in Instagram-based health marketing communication about veganism |
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