Can Social Media Messaging Save Our Environment? Unlocking Research Insights

We are delighted to welcome two distinguished faculty members to join us on today's podcast episode. Our first guest on today’s episode is Prof. Bryan Bollinger, Professor of Marketing and George A. Kellner Faculty Fellow at the Leonard N. Stern School of Business, New York University. In addition to his faculty role, Prof. Bollinger serves as the Academic Director of Doctoral Education, where he leads and shapes the next generation of academic leaders in marketing. Prof. Bollinger's research has been featured in leading academic journals, including Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Quantitative Marketing and Economics, American Economic Journal: Economic Policy, and Nature. His work has also been highlighted by prominent media outlets such as The Economist, NPR, The New York Times, and Harvard Business Review. Professor Bollinger earned his BA and BE in Engineering from Dartmouth College, followed by an MA in Economics and a PhD in Marketing from Stanford University. Our second guest for this episode is Prof. Kelley Gullo Wight. Professor Kelley is the Boston Scientific Pre-Tenure Scholar and Assistant Professor of Marketing at Kelley School of Business at Indiana University. She holds a Ph.D. in Marketing from Duke University and specializes in experimental research on how time and close relationships influence consumer behavior and well-being. Her work has been published in top marketing journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, and Journal of Public Policy & Marketing. In this episode, both faculty members will share valuable insights from their research study on the topic, "Can Social Media Messaging Help Save Our Environment?" Social media is a powerful tool for promoting prosocial behaviors like energy conservation, helping address climate change. This study explores how social media can effectively encourage energy-saving actions, focusing on two key factors: the recipient's connection to the sender and the use of social proof in messages. Through a large-scale energy campaign and a controlled experiment, it finds that messages from affiliated groups with social proof appeals are significantly more effective, highlighting the environmental benefits of strategic social media use. This podcast is brought to you by Global Management Consultancy. For more information, please visit www.globalmanagementconsultancy.com. Disclaimer: A. The background music used in this video is the property of its respective developer and is protected by Copyright. Although it is a free version, Business Talk, Global Management Consultancy and Deepak Bhatt do not hold the rights to this music. B. Prof. Bryan Bollinger and Prof. Kelley Gullo Wight have graciously granted permission to share insights from their research, "Can Social Media Messaging Help Save Our Environment?" on the Business Talk Podcast Channel. The uploaded video contains copyrighted material; therefore, any modifications to graphics, music, or the presence of the author or host are strictly prohibited.