Priming social media and framing cause-related marketing to promote sustainable hotel choice

Abstract

Hotels utilize cause-related marketing (CRM) to attract consumers by advertising green practices. However, CRM does not always result in the intended outcomes. In online settings, customer-generated cues transmitted through social media can influence responses to company-generated CRM. Two psychological processes can operate to influence the effect of online cues on decision processes: priming and framing. The current research used an online survey in which priming and framing were varied in a simulated hotel-booking scenario. Affective priming was activated using an Instagram post with positive or negative environmental content. CRM framing consisted of a hotel advertisement describing its sustainability practices as producing environmental benefit or preventing environmental harm. Structural equation modeling (SEM) revealed that positive affective priming and positively framed CRM advertising produce a favorable hotel image, which in turn leads to higher booking intention. Moreover, pro-environmental attitudes magnify the effects of image on multiple outcomes, including booking intention, willingness-to-pay more, and word-of-mouth. The findings will help operators develop effective marketing strategies and leverage social media to promote their business while protecting the environment.

Keywords:

• Sustainability
• cause-related marketing
• priming
• framing
• green hotels
• social media

Additional information

Notes on contributors

Sarah Tanford

Sarah Tanford, Ph.D. is professor of Hospitality Management at the William F. Harrah College of Hospitality, University of Nevada, Las Vegas, 4505 S. Maryland Parkway, Box 456021, Las Vegas, NV 89154-6021, USA. She conducts research on consumer behavior, marketing and decision-making.

Minji Kim

Minji Kim is a doctoral student in Hospitality at the William F. Harrah College of Hospitality, University of Nevada, Las Vegas, 4505 S. Maryland Parkway, Box 456021. Las Vegas, NV 89154-6021, USA. She conducts research on consumer behavior, food and beverage and marketing.

Eun Joo Kim

Eun Joo Kim received her Ph.D. in Hospitality at the William F. Harrah College of Hospitality, University of Nevada, Las Vegas, 4505 S. Maryland Parkway, Box 456021. Las Vegas, NV 89154-6021, USA. She conducts research on marketing, branding and decision making.