Self-effects of user-generated advocacy messages on self-identity, attitudes, and intentions to act

ABSTRACT

This study examined self-effects of user-generated content (UGC) in an advocacy context. An experiment examined whether those randomly assigned to create “video selfies” advocating a pro-environmental behavior reported greater intention to practice it than those who viewed others’ “selfies” with similar content. Those who created a selfie reported more positive attitudes toward the behavior and greater self-identity as someone who practices it. In turn, self-identity, but not attitude toward the behavior, was positively associated with intention to perform it. Implications for self-effects of UGC and for organizations encouraging behavior change among relevant stakeholders via UGC rather than by more traditional promotional means are discussed.

KEYWORDS:

• User-generated content
• advocacy
• identity
• attitudes
• environmental behaviors
• persuasion

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1. We anticipated that some participants would have concerns about their likeness being shown in a video, so we provided the option to create an audio-only message. Scores on key variables did not differ between those who created a video (n = 49) vs. an audio message (n = 49), t = - .83; p = .41 (attitudes); t = - .45; p = .65 (self-identity); t = −.94; p = .35 (behavioral intentions): analyses include data from both subgroups.

2. The technology used for message creation (e.g., personal software vs Phonic) did not influence scores on the outcome variables of attitudes, t = .47; p = .63, self-identity, t = −.08; p = .94, or behavioral intentions, t = −1.03; p = .31.

3. An ANOVA test of a potential effect of specific video viewed on attitudes and behavioral intent identified no significant differences across the four videos: F(3,145) = 1.36, p= .26 (attitudes); F(3,145) = .458, p=.71 (behavior).

Additional information

Notes on contributors

Laura Arpan

Laura Arpan, Ph.D. is a professor in the School of Communication at the University at Buffalo. Her research areas of emphasis include: responses to pro-environmental and health-promotion messages; the influence of existing attitudes and psychological motivations (e.g., motivated reasoning) on responses to health and environmental risk messages; and multi-disciplinary approaches to predicting energy-related behaviors and adoption of sustainable energy sources and technologies.

Elizabeth C. Ray

Elizabeth C. Ray, Ph.D. is an assistant professor in the School of Communication at Florida State University. Her research is focused on health, risk, crisis and strategic communication. She is also a former television news reporter and an experienced public relations professional.

Nicholas Sellers

Nicholas Sellers, Ph.D. is an assistant teaching professor and the irector of esports at Florida State University Panama City. His research interests include emotion in video games, human computer interaction, and environmental communication.

Olivia Bravo

Olivia Bravo, Ph.D. is a lecturer in the Caribbean School of Media and Communication at the University of the West Indies, Mona Campus. Her research interests are strategic communication, consumer behavior, and intercultural communication.

Zhuxuan Yan

Zhuxuan Yan, Ph.D. is an assistant professor at Shanghai International Studies University. Her research focuses on environmental communication, persuasion, and media effects.