Social media influencers have become increasingly important in persuading people to become environmentally sensitive. As “greenfluencers” have been studied primarily in the context of advertising, it is crucial to investigate the mechanisms and effects of their non-product–related environmental messages. In two studies, we tested different message frames, a well-known persuasion strategy, in the context of Instagram reels (short audiovisual videos), where user-added background music is a prominent feature. In a 2 × 2 between-subjects online experiment ( N = 240), we manipulated the message frame (gain vs. loss) and the background music (positive vs. negative emotional valence) and found that loss frames reduced behavioral intention via negative emotions. A second 2 × 2 between-subjects online experiment ( N = 207) replicated these findings with an older sample and provided additional evidence that gain frames should be used in environmental communication. Contrary to our assumptions, we found no effect of the emotional valence of music in either study.

中文翻译：

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通过情感的力量影响绿色？消息框架和情感匹配的背景音乐对影响者环境传播有效性的影响


社交媒体影响者在说服人们对环境敏感方面变得越来越重要。由于“绿色影响者”主要在广告背景下进行研究，因此研究其与产品无关的环境信息的机制和影响至关重要。在两项研究中，我们在 Instagram reels（视听短视频）的背景下测试了不同的消息框架（一种众所周知的说服策略），其中用户添加的背景音乐是​​一个显着特征。在一项 2 × 2 受试者间在线实验（N = 240）中，我们操纵了消息框架（增益与损失）和背景音乐（积极与消极情绪效价），发现损失框架通过消极情绪降低了行为意图。第二个 2 × 2 受试者间在线实验（N = 207）用较旧的样本复制了这些发现，并提供了额外的证据表明增益框架应用于环境交流。与我们的假设相反，我们在这两项研究中都没有发现音乐情感效价的影响。