| In a 2.2 between-subjects experimental design with 206 participants and three previous exploratory studies with 112 additional subjects, the author proposes a model that presents social advertising (i.e., green advertisements) from the lens of three main constructs: advertising trust, brand opinion, and purchase intention. Simultaneously, the author studies the role of social advertising as a moderating variable in the relationship between advertising trust and purchase intention. Information plays a central role in advertising (American Marketing Association [AMA], 2012). One problem with advertising's information is lack of trust. The author hypothesizes that social advertising can enhance brand opinion and advertising trust, and hence, consumers' levels of purchase intention. The results of the present research reveal that social advertising creates a moderating effect in the relationship between advertising trust and purchase intention for competing brands that attempt to enhance their brand associations with consumers. In the present study, a relevant finding is that including green and social content in advertising can improve consumers' levels of trust and purchase intention and that green content in advertising works as an effective source of brand associations when followers intend to compete with leading or pioneer brands with more effectiveness. As a result of the present study's exploratory and main research stages, another relevant finding reveals that companies should develop social programs (i.e., social campaigns). So, an opportunity to enhance trust by using green advertising is latent and feasible. In a quid pro quo effort, it is highly important for enterprises to communicate their social initiatives and results to consumers by using advertising as an informative, relevant marketing tool. The present research, then, is relevant to the marketing communications' field, social advertising, consumer research, and societal marketing programs, as well as other business study fields. |
