Combining the recent calls for research on multimodal communication with the need to effectively communicating sustainable messages, this research analyzes whether and how the combination of visual, verbal and audial cues in branded sustainable messages on social media can increase engagement. It analyzes 387 videos on TikTok from top European companies selected from Fortune 500 list. Preliminary results suggest that consumers prefer to see more concrete examples of sustainability (energy and mobility content) rather than abstract ones such as the educational videos. Moreover, companies should not rely on influencers to deliver sustainable content and should vary the content to increase engagement. We provide future research directions.
Communicating sustainability on TikTok: does it really work?
Stefania Farace;Cristoforo Losito;Elisa Montaguti;Annamaria Tuan
2023
Abstract
Combining the recent calls for research on multimodal communication with the need to effectively communicating sustainable messages, this research analyzes whether and how the combination of visual, verbal and audial cues in branded sustainable messages on social media can increase engagement. It analyzes 387 videos on TikTok from top European companies selected from Fortune 500 list. Preliminary results suggest that consumers prefer to see more concrete examples of sustainability (energy and mobility content) rather than abstract ones such as the educational videos. Moreover, companies should not rely on influencers to deliver sustainable content and should vary the content to increase engagement. We provide future research directions.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
