Sustainability in CSR messages on social media: how emotional framing and efficacy affect emotions (2020)

This study explores how companies use social media messages to communicate about the dangers of plastic pollution. Drawing from the emotions-as-frames model and the limited capacity model of motivated mediated message processing, this experiment identifies the effects of two message features in Instagram posts about plastic pollution. The discrete emotions hope, fear, and anger were analyzed as indicators of message processing, mediating the effects of messages features on memory, plastic pollution attitudes, political participation intentions, and social media intentions.