Research and Insights: The Role of Psychological Proximity and Social Media Influencers in Promoting a Recycling Campaign
While anecdotally, millennials are vocal about their concern for the environment and the impact of climate change on the planet, it remains unclear as to whether they feel personally connected to the cause and what actions they are willing to take to address the crisis. And, if they are, what social media campaigns influence them to make real-world change offline?
University of Florida College of Journalism and Communications Public Relations Professor Linda Hon and a team of doctoral students studied whether psychological proximity and social media influencers on Facebook made environmental issues feel more relevant to young people’s everyday lives, thus making them emotionally invested in the issue resulting in more steps taken in real life.
Posted: May 27, 2020
Category: Digest Only
