Fondazione GRINS
Growing Resilient,
Inclusive and Sustainable
Galleria Ugo Bassi 1, 40121, Bologna, IT
C.F/P.IVA 91451720378
Finanziato dal Piano Nazionale di Ripresa e Resilienza (PNRR), Missione 4 (Infrastruttura e ricerca), Componente 2 (Dalla Ricerca all’Impresa), Investimento 1.3 (Partnership Estese), Tematica 9 (Sostenibilità economica e finanziaria di sistemi e territori).
Open Access
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Combining the recent calls for research on multimodal communication with the need to effectively communicating sustainable messages, this research analyzes whether and how the combination of visual, verbal and audial cues in branded sustainable messages on social media can increase engagement. It analyzes 387 videos on TikTok from top European companies selected from Fortune 500 list. Preliminary results suggest that consumers prefer to see more concrete examples of sustainability (energy and mobility content) rather than abstract ones such as the educational videos. Moreover, companies should not rely on influencers to deliver sustainable content and should vary the content to increase engagement. We provide future research directions.
AKNOWLEDGEMENTS
This study was funded by the European Union - NextGenerationEU, in the framework of the GRINS - Growing Resilient, INclusive and Sustainable project (GRINS PE00000018). The views and opinions expressed are solely those of the authors and do not necessarily reflect those of the European Union, nor can the European Union be held responsible for them.
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