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2021 | OriginalPaper | Buchkapitel

Yes, You Make Me Confused and Skeptic: Exploring Green Confusion and Green Advertisements Skepticism on Social Media

verfasst von : Kashif Farhat, Wajeeha Aslam, Iviane Ramos de Luna

Erschienen in: Advances in Digital Marketing and eCommerce

Verlag: Springer International Publishing

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Abstract

Businesses are increasingly marketing their products on social media platforms in order to better communicate with their customers. Considering stimulus-organism- response (SOR) theory, this study uncovers the impacts of social media (SM) greenwashing on SM green advertising skepticism and on its consequences including green purchase intention. The findings reveal that SM greenwashing affects SM green advertising skepticism. Further, SM green advertising negatively affect SM information utility and positively affect SM negative word-of-mouth. The study also highlights that SM information utility positively affects green purchase intention and negative word-of-mouth negatively affect green purchase intention. The study also reveals that SM green confusion moderates the relation between SM greenwashing and SM green advertising skepticism. The study offers several theoretical and practical contributions.

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Titel: Yes, You Make Me Confused and Skeptic: Exploring Green Confusion and Green Advertisements Skepticism on Social Media
verfasst von: Kashif Farhat
Wajeeha Aslam
Iviane Ramos de Luna
Verlag: Springer International Publishing
Buch: Advances in Digital Marketing and eCommerce
Print ISBN: 978-3-030-76519-4

Electronic ISBN: 978-3-030-76520-0

Copyright-Jahr: 2021
DOI: https://doi.org/10.1007/978-3-030-76520-0_33

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