Schmid, Desiree (2022) The Effectiveness of a Public Commitment via Social Media and it’s Normative Processes. Research Master thesis, Research Master.
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Abstract
The aim of this study was to examine the effectiveness of the public commitment strategy via social media platforms on engagement in pro-environmental behaviors. In addition, the underlying normative processes, particularly personal, descriptive and injunctive norms were analyzed. To collect data, an online experiment with three conditions was conducted. In the first questionnaire, participants (N = 71) were randomly allocated to either the public commitment condition (sharing of commitment on social media), private commitment condition (keeping commitment private), or the control condition. One week later, participants received the second questionnaire which included the outcome and process variables. While the results need to be interpreted with caution due to low statistical power, the analyses indicated that the act of making a commitment was effective in motivating engagement in pro-environmental behaviors. A public commitment was on average equally as effective as a private commitment. While no mediation through the norm variables was found, the results indicated that descriptive and injunctive norms moderated the effect between commitment and engagement in behavior. Theoretical implications, limitations as well as practical relevance for the Museum exhibition are further discussed in this paper.
| Item Type: | Thesis (Research Master) |
|---|---|
| Supervisor name: | Judge, M.A.T. and Steg, E.M. |
| Degree programme: | Research Master |
| Differentiation route: | Sustainability in a Changing Society [Research Master] |
| Date Deposited: | 23 Aug 2022 07:22 |
| Last Modified: | 23 Aug 2022 07:22 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1314 |
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