Pub alert ⚠️ It’s not just about 𝘸𝘢𝘯𝘵𝘪𝘯𝘨 to be like them—it’s about 𝘣𝘦𝘭𝘪𝘦𝘷𝘪𝘯𝘨 𝘺𝘰𝘶 𝘤𝘢𝘯. Our new PoMRA scale measures perceptions of media role models’ attainability. We found that influencers seem more within reach than celebrities, underscoring why attainability matters in media effects studies✨

🚀 Exciting news! Our study on greenfluencers inspiring sustainable living has been featured in Mediapunt Vlaanderen’s Media.Monitor! 📱🌱

Proud to see our findings shared with a broader audience. Want to know more? Find the details here 🔗

@desireeschmuck.bsky.social
@vmci-univie.bsky.social

• Highly concerned users can have increased behavior intentions after one-time exposure to an environmental appeal.

• Influencers increase intentions via wishful identification and similarity—yet only among women with higher concern.

• Perceived attainability of environmental actors on social media drives pro-environmental outcomes among young people.

• Both influencers and organizations have the power to influence youth's environmental attitudes and behavior intentions.

• Organizations affect environmental outcomes among young people via trustworthiness.

Are influencers truly unique #ecowarriors or just old wine in new bottles? 🫗

Our new study pits influencers 🤳🏽 against organizations 🏢 to uncover who inspires youth’s pro-environmental outcomes more effectively via social media

🧵 of the findings in the comments
@desireeschmuck.bsky.social