Green Social Media Campaigns: Influencing Consumers’ Attitudes and Behaviors

Round 1

Reviewer 1 Report

1. The objective of this research is to shed light on the impact of green social media campaigns on consumer perspectives regarding green tourism, aiming to foster sustainable consumer behavior.

2. The topic of the paper is relevant due to the increasing concern for environmental sustainability and the significant impact of social media on consumer behavior. Understanding how social media campaigns can effectively shape consumer attitudes towards green practices can inform businesses and organizations on how to leverage these platforms for positive environmental change.

3. The study focuses on the characteristics of social media campaigns, such as informativeness, persuasiveness, and perceived usefulness of the product, as well as their impact on consumer attitudes such as cognition and affection.

4.The manuscript is clearly structured, with a clearly stated aim and 4 key research hypotheses. The literature review has been conducted, the conceptual framework has been constructed, the hypotheses have been verified, the results of the study have been compared with similar studies, the practical implications of the study have been considered, and the limitations and directions of future research have been indicated.

Thus, the objectives stated by the Authors have been achieved. The conclusions are drawn correctly and correspond to the content of the scientific analysis carried out.

The literature cited in the work corresponds to the current research status in the field of the discussed issues.

As a comment, it is recommended to improve the structure of the abstract by highlighting more clearly the relevance of the research topic, purpose, research methods, conclusion and prospects for future research.

 

Author Response

Thank you for your valuable suggestion; We have rewritten the abstract section to increase the clarity of the topic. 

Reviewer 2 Report

an interesting topic that looks at green campaigns on social media platforms in the service industry and how they influence consumers' behavior regarding their green, sustainable practices. I have minor issues related to the addressed research hypotheses I have already mentioned in the file attached.

Comments for author File: Comments.pdf

Author Response

We are glad to receive these value able suggestions. We have segregated the research framework and added the new graphics of research framework. On page 4 (line 154). In addition, hypothesis section is re-added with classified hypothetical statements on page 5 from line (174 to 179). Also hypothesis section for H4 a, H4b and H4c, on Page 6 line (239 to 244).

Reviewer 3 Report

 

The topic is very interesting and deserves investigation. Based on theory of planned behavior and theory of reasoned action, the authors constructed the conceptual framework. The method of questionnaire survey is employed in the research. Though the authors explained the data collection procedure in the paper, the purposive sampling of the study will limit the findings of research. It can be detected that a majority (95%) of the respondents are under 30 years old, ranging from 16-30 years old from examining the demographic results of the research. It’ll be of more value if the authors explain the research by considering the age of the respondents in this research.

Author Response

Bundle of thanks for shedding light on such an important point. We added the statements in the methodology section regarding this point on page 7 from line (256 to 259) and also addressed it as limitation and also as future recommendations for the researchers and academicians on page 13 line (459 to 462).