The effect of unrealistic vs. realistic sustainable content on engagement

Abstract

[eng] This study investigates the impact of unrealistic versus realistic sustainable content on audience engagement in social media platforms. The term "Sustainable content" refers to posts on social media that promotes environmentally and socially responsible practices, products, or behaviours aimed at long-term well-being while minimizing negative impacts on natural resources and society. Therefore the study was taking into account the goal pursuit theory and social comparison. Using a controlled experimental design, participants were exposed to social media posts promoting sustainability goals portrayed either realistically or unrealistically. Measures of behavioural intentions, engagement (including likes, shares, and comments) and resistance were analysed. Results indicate that there were no significant differences between the two conditions, suggesting that the realism of sustainability content may not significantly affect audience engagement and motivation to pursue the same goal on social media. Implications for sustainability messaging and future research directions are discussed.