Wirkung von Nutzerkommentaren auf die Glaubwürdigkeit grüner Werbung auf Social Media
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Wirkung von Nutzerkommentaren auf die Glaubwürdigkeit grüner Werbung auf Social Media

Wirkung von Nutzerkommentaren auf die Glaubwürdigkeit grüner Werbung auf Social Media


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About the Book

Masterarbeit aus dem Jahr 2022 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Universität Koblenz-Landau (Kommunikationspsychologie und Medienpädagogik), Sprache: Deutsch, Abstract: Die vorliegende Masterarbeit beschäftigt sich mit der Wirkung von Nutzerkommentaren auf die Glaubwürdigkeit grüner Werbung auf Social Media. Dabei wird ferner auch die Rolle des wahrgenommenen Greenwashings, des Informationsgehaltes der Anzeige sowie der Umwelteinstellung der Rezipient: innen untersucht. Auf Basis theoretischer Annahmen wurde ein Online-Experiment mit einem 2 x 2 faktoriellen between-subjects-Design durchgeführt. Die Ergebnisse zeigen einen direkten Effekt der Nutzerkommentare auf die Glaubwürdigkeit der Anzeige. Entgegen der Annahmen wird der Effekt nicht durch wahrgenommenes Greenwashing mediiert. Ebenso konnten keine isolierten Moderationseffekte des Informationsgehaltes der Anzeige und der Umwelteinstellung der Rezipient: innen gefunden werden. Jedoch zeigen die Ergebnisse, über die hypothetischen Annahmen hinaus, einen direkten positiven Effekt des Informationsgehaltes auf die Glaubwürdigkeit der Anzeige, der partiell durch das wahrgenommene Greenwashing mediiert wird. Der direkte Effekt ist jedoch bedingt durch die Umwelteinstellung der Rezipient: innen. So zeigt sich gemäß der Annahmen des Elaboration-Likelihood-Models, dass ein hoher Informationsgehalt lediglich bei Rezipient: innen mit starker Umwelteinstellung zu einer höheren Glaubwürdigkeit der Anzeige führen, nicht aber bei Rezipient: innen mit moderater Umwelteinstellung. Diese Forschungsergebnisse verdeutlichen die hohe Kontextabhängigkeit der Glaubwürdigkeit grüner Werbung und bieten wichtige Implikationen für Werbetreibende sowie künftige Forschungen.


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Product Details
  • ISBN-13: 9783346798640
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 94
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 334679864X
  • Publisher Date: 10 Jan 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 181 gr


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