Publication Type

Journal Article

Version

publishedVersion

Publication Date

6-2026

Abstract

This study examines the influence of social exclusion cues on public engagement with environmental campaigns on social media, focusing on how such cues affect advertising attitudes and collective action motivation. Across two experimental studies, we investigated whether low engagement metrics, such as a small number of likes, function as symbolic exclusion cues that reduce perceived public support. The results indicate that social exclusion cues negatively affect advertising attitudes and collective action motivation, ultimately decreasing the intention to engage with the campaign. However, the presence of social support cues, which signal sustained public interest and social endorsement, effectively mitigated these negative effects. These findings underscore the importance of strategically managing social cues in digital campaigns to maximize public engagement and mobilize collective action in pro-environmental efforts in the future.

Keywords

Advertising attitude, Collective action motivation, Environmental campaign, Social exclusion cue, Social media engagement, Social support cue

Discipline

Environmental Law | Marketing Law

Research Areas

Innovation, Technology and the Law

Areas of Excellence

Digital transformation

Publication

Asia Marketing Journal

Volume

28

Issue

2

First Page

181

Last Page

196

Identifier

10.53728/2765-6500.1682

Publisher

Han'gug Make'ting Haghoe,Korean Marketing Association

Additional URL

https://doi.org/10.53728/2765-6500.1682

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