More Trust in Fewer Followers: Diverging Effects of Popularity Metrics and Green Orientation Social Media Influencers
While users trust high numbers when it comes to influencers, we identify green living orientation as a moderating variable. Despite green marketing becoming more commonplace, something about sustainability may still be considered non-mainstream: participants were more apt to trust greenfluencers with low popularity, resulting in higher purchase intent and donations.
Citation:
Matthew Pittman and Annika Abell (2021) ,"More Trust in Fewer Followers: Diverging Effects of Popularity Metrics and Green Orientation Social Media Influencers", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 304-305.
Authors
Matthew Pittman, University of tenn
Annika Abell, The University of Tennessee, Knoxville
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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