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Purpose: Given that many consumers are skeptical about environmentally based advertising campaigns, the purpose of this study is to propose an optimized message strategy to facilitate consumer engagement with green messages in social media contexts. Design/methodology/approach: Four empirical studies are conducted using self-report questionnaires to test proposed hypotheses with a focus on the interplay between claim specificity and benefit appeals in green advertising on social media. Findings: The current study examines the interaction effects of claim specificity and benefit appeals on consumer engagement in social media. Specifically, the results reveal that when the message claim is abstract, using other-benefit appeals produces more positive consumer engagement than using self-benefit appeals. Moreover, the results illustrate that self-enhancement motivates consumers to engage with green product advertising messages when the advertising appeal is abstract and the advertising message is associated with benefits for others. Finally, it is found that consumers’ self-construal level moderates the interaction effect of claim specificity and benefit appeals type on consumer engagement on social media. Practical implications: This paper has practical implications to both social media managers and advertisers in the green product industry: a match with advertising claim specificity and construal level (i.e. social distance: self-benefit vs other-benefit) should be ensured to increase consumer engagement on social media. In addition, self-enhancement and self-construal should be considered for a better message strategy in social media contexts. Originality/value: The findings make important contributions to the literature in that we extend the applications of construal level theory to social media contexts as a valid theoretical tool to identify optimized green message strategies. As such, it provides future researchers and practitioners in the domain of green campaigns with useful guidelines to boost more consumption of green products. © 2020, Emerald Publishing Limited.
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Maize (Zea mays ssp. mays L.) is highly susceptible to drought stress. This work focused on whole-plant physiological mechanisms by which a biotechnology-derived maize event expressing bacterial cold shock protein B (CspB), MON 87460, increased grain yield under drought. Plants of MON 87460 and a conventional control (hereafter 'control') were tested in the field under well-watered (WW) and water-limited (WL) treatments imposed during mid-vegetative to mid-reproductive stages during 2009-2011. Across years, average grain yield increased by 6% in MON 87460 compared with control under WL conditions. This was associated with higher soil water content at 0.5 m depth during the treatment phase, increased ear growth, decreased leaf area, leaf dry weight and sap flow rate during silking, increased kernel number and harvest index in MON 87460 than the control. No consistent differences were observed under WW conditions. This indicates that MON 87460 acclimated better under WL conditions than the control by lowering leaf growth which decreased water use during silking, thereby eliciting lower stress under WL conditions. These physiological responses in MON 87460 under WL conditions resulted in increased ear growth during silking, which subsequently increased the kernel number, harvest index and grain yield compared to the control. Copyright © 2014 The Authors. Plant, Cell & Environment published by John Wiley & Sons Ltd.
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