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Green advertising is essential for brands who want to keep up with consumers’ increasing expectations of sustainability, and social media accounts for larger and larger portions of advertising budgets. TikTok is the fastest-growing platform globally, yet little is known about how it compares to other platforms, specifically Instagram, which is the most similar competitor. In this study, we use construal level theory and processing fluency to explore the relationship between different platforms and how they are ideal for varying levels of construal. We find that high (low) construal sustainability messages are best suited for Instagram (TikTok) and lead to increased purchase intentions. Moreover, the mechanism for these effects is increased processing fluency and perceptions of environmental commitment. We discuss our findings in their theoretical and managerial implications.
Pittman et al. (Thu,) studied this question.
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