The effect of green influencer message characteristics: Framing, construal, and timing
研究绿色网红信息中框架（收益vs损失）、解释水平（高vs低）和发布时间（工作日vs周末）如何影响粉丝参与度，发现收益框架和低解释水平能提高参与度，且时机起调节作用。
Abstract This research explores the characteristics of green influencer messages on follower engagement by examining the interplay between message framing (gain vs. loss), construal level (high vs. low), and post timing (weekdays vs. weekends). Green influencers (also: greenfluencers or sustainable influencers) are considered a key agent for a change to more sustainable consumption. A pilot field study of 1000 green influencers, however, indicates that the current communication practices of green influencers (which strongly focus on gain frames, low construal, and posts during the week) are not ideal for maximizing engagement and sustainable behavioral intentions. Two experiments replicate this finding and establish the process through which green influencer posts affect engagement: gain frames increase fluency, which increases engagement; low construal levels decrease psychological distance, which increases engagement. Timing moderates these processes in that weekend posts increase the engagement with gain frames and week posts increase the engagement with low‐construal frames. These findings highlight that there is no silver bullet in green influencer messages, but that green influencers need to adapt the framing and construal of their messages to the posts' timing to increase their contribution to more sustainable lifestyles and the greater good.