Ashley Brannan’s research while affiliated with University of Connecticut and other places

What is this page?


This page lists works of an author who doesn't have a ResearchGate profile or hasn't added the works to their profile yet. It is automatically generated from public (personal) data to further our legitimate goal of comprehensive and accurate scientific recordkeeping. If you are this author and want this page removed, please let us know.

Publications (1)


Green Advertising on Social Media: Brand Authenticity Mediates the Effect of Different Appeals on Purchase Intent and Digital Engagement
  • Article

November 2021

·

96 Reads

·

74 Citations

Journal of Current Issues and Research in Advertising

·

Anne Oeldorf-Hirsch

·

Ashley Brannan

This research investigates the effects of digital context on perception of green advertising. We challenge the common advertising practice of posting similar content across platforms by showing how the same ad is received differently by consumers on different digital channels. We use social norms theory (SNT) to build our hypotheses and test them with two experiments. We demonstrate that on a news website, brand quality is the mechanism for the persuasive effect of an appeal (product, environmental, or hybrid). However, on Instagram (Study 1) and Facebook (Study 2), brand authenticity is the persuasive mechanism for generating purchase intent and digital engagement. Results provide converging evidence for brand authenticity as a pivotal factor for green brand success on social media.

Citations (1)


... Green marketing has been emerging as a consequence of this consumer consciousness about ecological degradation and the necessity of environmentfriendly goods (Nekmahmud, & Fekete-Farkas, 2020). Green marketing practices tend to make businesses promote sustainable development by marketing the goods and services which can contribute to environmental sustainability thus influencing the consumers to develop an attitude that enhances the buying intent of customers to buy green products, hence developing a green purchase intention (Pittman, Oeldorf-Hirsch, & Brannan, 2022). Consumers consciously support and depict green purchase intention by supporting green products in order to play their part in sustainable development. ...

Reference:

TOWARDS SUSTAINABLE CONSUMPTION: FACTORS INFLUENCING GREEN BUYING BEHAVIOR IN KARACHI
Green Advertising on Social Media: Brand Authenticity Mediates the Effect of Different Appeals on Purchase Intent and Digital Engagement
  • Citing Article
  • November 2021

Journal of Current Issues and Research in Advertising