How Celebrities’ Green Messages on Twitter Influence Public Attitudes and Behavioral Intentions to Mitigate Climate Change

This research adds to the growing body of literature on the role of celebrities as emergent spokespersons in climate advocacy using Twitter. This study investigates the effects of framing of celebrities’ messages (emotional framing and framing of celebrity involvement) on public attitudes and behaviors to address climate change. A sequential mediation process is examined with structural equation modeling. In addition, this study assesses the role of parasocial relationship (PSR) with celebrities as predictors and moderators of the impact of framing of celebrity involvement. The results indicate that fear appeals were more effective than hope appeals in driving participation in activism, but emotional framing did not affect any other variables. Framing of celebrity involvement appeals using first-person pronouns led to more positive attitudes, but had no effect on behaviors. In addition, PSR was a strong positive predictor of attitudes and behaviors.