BỘ GIÁO DỤC VÀ ĐÀO TẠO ĐẠI HỌC KINH TÉ THÀNH PHÓ HÒ CHÍ MINH BÁO CÁO TỐNG KỂT ĐÈ TÀI NGHIÊN cửu KHOA HỌC THAM GIA XÉT GIẢI THƯỞNG l’NHÀ NGHIÊN CƯU TRẺ UEH” NĂM 2024 THE INFLUENCE OF SOCIAL MEDIA REYCLING ADVERTISING VALUE ON PROSOCIAL BEHAVIOR, MODERATED BY EASE OF USE AND SUBJECTIVE NORM. A STUDY IN UEH UNIVERSITY OF VIETNAM Thuộc nhóm chuyên ngành : Marketing TP. Hồ Chí Minh, tháng 02/2024 1 1. ABSTRACT Recycling is becoming a major concern worldwide.
However, according to research, everyone knows that recycling is an action that is encouraged through advertising but the problem of not recycling still occurs. Accordingly, the present study aimed to conduct an examination of Vietnamese opinion about recycling behavior and their experience with prosocial advertisements. Through the focus group session in the previous research, we hypothesize that factors affecting the perceived value of recycling ad include: informativeness, irritation, emotional appeal, and creativity. After that, a convenience sample of over 400 adolescents and students at Ho Chi Minh city was recruited to complete the survey form.
Through the conditional process model analysis based on the data, the effects of different factors on consumers’ perceived value, and prosocial behavior were analyzed. This is not only the first time that the moderating effect of social norm and ease of use was verified but also the first study that includes the context of recycling prosocial behavior. Overall, excluding Irritation, each factor has separate impacts on consumers’ perceived value, and prosocial behavior. Perceived values have a significant mediating effect on the relationship between factors and prosocial behavior.
Social norm and ease of use are not qualified moderators in any situations. These conclusions provide important implications for the promotion of enterprises' recycling prosocial advertisements. KEY WORD: Prosocial, Recycling, Social media advertising value. 2 TABLE OF CONTENT 1.
1 TABLE OF CONTENT. 2 LIST OF FIGURES. 4 LIST OF ACRONYMS. Perceived value of ads and behavior.
Ease of using a collection system (ease of use). Research Instruments and Measurement. Knowledge of contents within prosocial advertising. Examination of channels utilized to disseminate prosocial messages.
Perceived influence of Peers and KOLs onintentions. Scale reliability and validity. LIMITATIONS AND FUTURE RESEARCH. 40 Appendix 1: Open-ended questionnaire.
40 Appendix 2: Survey question.42 4 LIST OF FIGURES Figure 1. Demographic in quantitative study. Results of hypotheses test. 28 5 LIST OF ACRONYMS Acronym Meaning PVA Perceived value of advertisement PB Prosocial behavior Ads Advertisement RB Recycling behavior IFM Informativeness IRR Irritation CRE Creativity EA Emotional appeal SN Social norm EU Ease of use 6 2.
Rationale behind topic selection Vietnam generates a large amount of waste whilst the country's ability to process garbage is rather limited (Danh & Hoi, 2019). In the study “Encouraging Vietnamese household recycling behavior: Insights and implications" summarized that the growing awareness that human activity challenges the environment quality and natural resources has led to the recognition of the urgent need to encourage more responsible consumption (Nguyen et al. Recycling, one of the waste minimization strategies, offers three advantages (Edwards, 1999): (i) reduces the demand for new resources, (ii) reduces transportation and production energy costs, and (iii) uses waste that would otherwise end up in landfills. For decades, the international community has made great progress in waste recycling (Ghosh et al., 2015; Ragaert et al.
In the field of waste management, it's crucial to not only handle and dispose of waste in a safe manner but also to control systems that produce greenhouse gases. The 3R Model (Reduce - Reuse - Recycle) serves as an efficient strategy to address the issue of waste generation and the depletion of natural resources due to the extensive production and consumption patterns of our modern society. Recognizing this, the UEH Zero Waste Campus Living Lab has implemented the 3R Model in their waste management practices. In addition to reducing the amount of garbage generated and reusing available materials, recycling is a method to reconstruct the natural resources that limits minimally exploiting raw materials (UEH Zero Waste Campus).
To promote the recycling phase, UEH has been placing multiple classified garbage bins for every institution. Along with that, they are educating and motivating students through social campaigns and articles so as to join hands to protect the environment, to conserve the natural resources, and to maintain the green and zero-waste lifestyle. Indeed, these behaviors are considered a prosocial behavior used to describe one's actions to protect or improve the well-being of others (Frey, B. This study assumes that social media recycling ads are prosocial ads that aim to inspire people to recycle.
Prosocial behavior is considered an appropriate response to measure the effectiveness of advertising reuse in social media, as advertising effectiveness can be measured in several ways (Dehghani et al. 7 Many studies have been conducted to show how prosocial advertising on social media affects prosocial intention and the effectiveness of social media advertising (Hamouda et al., 2018; Martins et al., 2019; Sujata el al., 2019; Lee at al. According to previous research, effective social media advertising should be credible, entertaining, and informational (Hamouda et al. This will result in a positive attitude towards advertisement, which will then generate advantageous consumer reactions.
According to a study, the most positive predictor was credibility, which was followed by informativeness and entertainment value (Martins el al. Assertive messaging is a common strategy used by prosocial advertisers to promote prosocial attitudes and behaviors (Kronrod et al. Significant predictors of recycling intention include attitude, social norm, social media usage, and self-efficacy (Sujata et al. Positive views toward pro-environmental behaviors, higher intentions to assist a social media recycling campaign, and higher offline behavioral intentions were all correlated with an increase in psychological proximity (i.
cognitive and emotional proximities) (Lee et al. Previous studies have investigated the role of social media in various social causes, such as reducing food waste (Young et al., 2017), green shopping (Trivedi el al., 2018), civic environmental activities (Wamuyu, 2018) or pro-social advertising, for example charitable advertising (Budiharja et al., 2020) or non-profit advertising (Lim et al., 2021), few studies have addressed the recycling behavior of the general public, and no study has found an effect on social network recycling advertising for prosocial behavior in Vietnam. Therefore, the purpose of this study is to identify the factors that influence the perceived value of social media advertising for recycling, so that it can motivate social media users to engage in positive prosocial behavior. Research objectives This research focuses on the following key objectives: • Identify factors that influence perceived value of recycling advertisements on social media in Vietnam.
8 • Assess the impact of those factors on the perceived value of social media advertising for recycling in Vietnam. • Evaluate the effect of social media advertisements via perceived value of recycling advertisement on actual recycling behavior. • Identify moderators for relationships between perceived value of an advertisement and actual recycling behavior. • Assess the impact of the moderators on the relationship between perceived value of advertisement and recycling behavior.
Research questions • Which factors contribute to the perceived value of social media advertising for recycling in Vietnam? • To which extent do those factors impact on the perceived value of social media advertising for recycling in Vietnam? • Which factors influence social network recycling advertising for prosocial behavior in Vietnam ? • To which extent do those factors impact social network recycling advertising for prosocial behavior in Vietnam? • How much do the moderators of the relationship between perceived value of advertisement and recycling behavior actually impact? 2. Scope and objects of research 2. Scope of research Time: The investigation, survey and data collection were carried out from January to February 2024. Location: The study was conducted mainly at UEH University.
Objectives of research The research object in this topic is the factors affecting perceived value of social media advertising for recycling and factors affecting prosocial behavior of University students. LITERATURE REVIEW The processing and repurposing of waste materials into applications with more (upcycling) or lower (downcycling) value than the material was used for before it became waste is known as recycling (Lockrey et al. There has been much research studies on the topic of recycling in Vietnam but none actually consider the effect of social media on recycling behavior/intention/attitudes. The dramatic growth of social media this decade has brought many innovations to the way information is exchanged in our society (Alalwan et al., 2017), thereby also changing the marketing environment in many profound ways.
Social media is now considered an important part of people’s everyday life, it has become the most important computer communication platform (Lee and Hong, 2016; Wahab et al. This fact partially explains the use of social media as new ways to place all kinds of advertisements. The Social Media Advertising market is the second biggest market within Digital Advertising and the worldwide revenue of US$226 billion in 2022 is expected to grow to US$3 85 billion in 2027 (Statista, 2023). In this study, recycling advertising on social media would be analyzed.
Informativeness Perceived informativeness is defined by Ducoffe as the extent to which advertising can provide users with useful and rich information (Ducoffe, R. In another study, Budiharja el al. (2020) also found that perceived informativeness in charitable advertising has a positive impact on the perceived value of social media ads. Though consumers do find environmental information in the ads neither believable nor reliable (Fisk, 1973), research shows that specific message affects consumer responses to advertising (Ogilvy, 1983).
Moreover, some of our respondents like advertising that has ‘Teal value, knowledge or data”, as this can be expressed by informativeness. Hence, there have not been any papers researched about informativeness in the context of environmental advertising, we believe that this antecedent could be used in the model. Hl: Perceived informativeness positively influences the Perceived value of Ads. Irritation According to the Merriam-Webster Dictionary, an irritating commercial is an advertisement that makes consumers feel iiTitated and financially impatient.
Factors such as disruptive, offensive, or manipulative advertising tactics (Ducoffe, 1996), as well as an abundance of advertisements (Kim & Sundar, 2010) and the display of irrelevant or unwanted information by consumers (Lin & Bautista, 2018), are the main causes of irritation. Research on irritation reactance in advertising, including pop-up ads (Edwards, Li, and Lee, 2002), hard sells (Clee & Wicklund, 1980), and Facebook ads (Youn and Kim 2019), has been conducted frequently. In William Van-Tien Dao, Angelina Nhat Hanh Le, Julian Ming-Sung Cheng, and Der Chao Chen's research (2014), they examine the relationship between online purchase intention and the antecedents of social media advertising value, such as informativeness, entertainment, and credibility. According to this research, they suggested that there should be a consideration of irritation as an antecedent across many different types of media to test the effect.
The information in an advertisement will eventually be learned by the audience thereby lessening its value with subsequent repetition (this can be seen as irritation). If we study informativeness, irritation should be taken into consideration as it may have the opposite effect on perceived advertising value (Ducoffe, Robert H. In recent study, scholars suggest that irritation from advertisements has a major negative impact on advertising value in the context of digital advertising (Arora and Agarwal, 2019; Lin and Bautista, 2018; Martins et al., 2019; Pintado et al. Annoyance, discontent, and intolerance arc generated by advertising annoyance; even a small irritation can lower the audience's perceived value (Aaker and Bruzzone, 1985).
In the context of environmental advertising, environmentally conscious consumers may feel "greenwashed" and find such guilt-inducing green messaging oxymoronic (Shrum et al. These customers might be wary of green marketers' claims, which could lead to unhealthy reactions and prevent guilt. Additionally, irritation— feelings that the advertisement isn't trying to evoke—may be triggered. 11 Perceptions of eco-harmful media and the perceptions of advertising as irritation were found to be significantly positively correlated for both paper-based and electronic media.