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Online experiment reveals that matching message concreteness and sender distance improves attitudes, suggesting effective strategies for energy saving on social media.
This study examines the effects of match versus mismatch of message concreteness (abstract/concrete) and sender distance (far/close) in Facebook-based posts about energy saving on attitudes and behavior intentions. An online experiment ( N = 183) revealed that participants in the matched condition (concrete message/close sender distance) developed significantly more positive attitudes toward saving energy. The results of this study offer theoretical and practical implications about effects of match versus mismatch of message concreteness and sender distance in social media–based energy-saving messages.
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Han et al. (2025) studied this question.
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