ORCID
Hwan-Ho Noh: https://orcid.org/0000-0002-4102-440X
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.
Recommended Citation
Noh, Hwan-Ho and Chik, Warren B.
(2026)
"Social Exclusion Cues and Collective Action Motivation in Environmental Campaigns: The Buffering Role of Social Support,"
Asia Marketing Journal: Vol. 28
:
Iss.
2
, Article 5.
Available at: https://doi.org/10.53728/2765-6500.1682
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