Abstract
The purpose of this research is to study the strength of corporate social responsibility (CSR) endorsement in an environmental CSR advertising campaign on Instagram. A 2 (promotion- vs. prevention-focused messages) × 2 (low vs. high number of followers) between-subjects design was conducted online. Results showed that the indirect effect of interdependent self-construal on CSR endorsement through attitudes toward the environmental CSR advertising campaign on Instagram existed when only promotion-focused messages were presented. However, the moderation of the indirect effect of interdependent self-construal by promotion (prevention)-focused messages did not significantly differ between low and high numbers of followers. Theoretical and managerial implications are discussed in more detail.
| Original language | English |
|---|---|
| Pages (from-to) | 22-37 |
| Number of pages | 16 |
| Journal | Journal of Interactive Advertising |
| Volume | 25 |
| Issue number | 1 |
| DOIs | |
| State | Published - 2025 |
Keywords
- Climate change
- corporate social responsibility
- interdependent self-construal
- number of Instagram followers
- regulatory focus theory
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