In this article, we first provide an overview of the literature on social media engagement, online wildlife trading communities, and two theories of behavior change—The Elaboration Likelihood Model (ELM) and Motivation-Opportunity-Ability Theory (MOA), previously used to elicit detailed insights into attitude formation in social media communities (Abid, Harrigan, & Roy, 2019; Pee & Lee, 2016; Roy, Balaji, & Nguyen, 2020). In addition, the vulnerability of existing species is measured by the International Union of the Conservation of Nature (IUCN) and placed on a scale between the most exposed risk of extinction (Critically Endangered) and the least (Least Concern). This differs from the ELM as it distinguishes between ability and opportunity and provides a more in-depth exploration of the determinants behind antecedents of behavior (Petty et al., 2004).
Although Leximancer has the capacity to perform sentiment analysis, this was not possible in our case due to the nature of the unique sentence structure used in social media posts (Leximancer, 2017). It should be noted that in this context the term BKSDAE was used as a port-manteau of the KSDAE and BKSDA. The Protected theme differs in composition from the previous demand reduction item card and includes a larger number of concepts, including the terms Attachment and Sales.
Within the mapping results of the initial demand reduction posts we can see that the term.
Ability
Whose fault is it?" as well as discussions of confusion around the KSDAE regulations "The forest rangers should give us a list with names of all the species that are protected or not, so common people like me know which ones can be kept". This is stated in contrast with the demand reduction positions where the only theme or concept representing a governing body was Wiratno representing the KSDAE Initially, we considered using three variables to measure the capability construct (i) subjective knowledge of KSDAE rules, (ii ) subjective knowledge of CITES rules and (iii) subjective knowledge of IUCN rules.
However, the only discussion of IUCN status that appeared within each of the Leximancer results was the term 'Extinct' (see Figure 2). As such, we refined our model to include only subjective knowledge of CITES regulations and KSDAE regulations as indicators of proficiency.
5 Study 2
Motivation, Opportunity, Ability Theory constructs
Consumer motivation is their desire and readiness to complete a behavior (MacInnis, Moorman, & Jaworski, 1991). Motivation is often conceptualized as 'personal relevance'; in other words, the extent to which the message is seen to 'use them' (Bhattacherjee & . Sanford, 2006; Pee & Lee, 2016). Those who have a neutral opinion about conservation are seen to have a low motivation to process and therefore are more likely to process the information via the peripheral route (Tang, Jang & Morrison, 2012).
Furthermore, those who believe that trade actions benefit conservation (through captive breeding or the protection of rare individuals) appear to have low motivation, while those who believe that trade is detrimental to conservation have high motivation. H2b – Low motivation (i.e., a neutral attitude toward conservation) will strengthen the relationship between peripheral cues and comment value. H2c – High motivation (i.e., negative or positive attitudes toward conservation) will strengthen the relationship between argument quality and comment valence.
Post length has previously been studied as a peripheral cue (Teng, Khong & Goh, 2014) and is related to feed style and aesthetics on social media (de Vries, Gensler & Leeflang, 2012), but it is accepted that peripheral cues do not always work only through the peripheral pathway (Petty et al., 2004). Therefore, we suggest that post length is an appropriate metric of "opportunity." 'Capacity' is not defined by the commentators' objective knowledge of Indonesia's legislation and regulations, as these regulations and enforcement vary considerably across the archipelago.
For these reasons, we concluded that the most appropriate measure of competence for our study would be the subjective knowledge of the creators, in other words, the degree to which the commentator is confident that he knows the national and international protection of the species and the impact of trade behavior on species populations (Poiesz & Robben, 1996). H4b – Ability (ie, subjective knowledge of trade-related legal regulations) will moderate the relationship between peripheral cues and comment valence. H4c – Ability (ie, subjective knowledge of trade-related legal regulations) will moderate the relationship between argument quality and comment value.
Methods
Results and discussion
- H1 Test: Dual Routes of Information Processing
- H2 Test: Motivation
- H3 Test: Opportunity
- H4 Test: Ability
Our Study 2 results did not support Hypothesis 1b, suggesting that there was no significant direct effect of peripheral cues on comment valence. As shown in Appendix A, commenters' attitudes toward conservation were added to the baseline model as a test of the motivation construct, but this did not change the relationship between argument quality or peripheral cues and comment valences. Commenters who were more positive about conservation were 8,329 times more likely to have a positive comment valence than those who were more negative.
More interestingly, when people were less motivated or had a neutral attitude toward conservation, popularity led to negative comment value. As shown in Appendices B and F, the moderation of argument quality and comment valence was not significant and therefore H2c was rejected. The moderating effect of motivation on the relationship between peripheral cues and comment valence indicates that when commenters have low motivation to process information, the impact of vividness is amplified and becomes significant, with comments becoming more positive overall (H2b) .
However, this result was complicated by our conflicting findings that an increase in post popularity had a negative effect on comment valence. In contrast, where viewers have a negative attitude toward conservation, the popularity of the post may lead to positive comments. It is possible that this structure explains the lack of association between the option construct and comment valence.
Adding this new variable did not change the relationships between argument quality and comment valences, but source credibility became a significant and positive predictor of comment valence (B=0.576, p<0.05). Commenters who had a higher level ability (CITES) were 3.337 times more likely to show a positive comment valence than those who had a lower ability. Commenters who had a higher level of knowledge about KSDAE regulations had a 2.497 times higher tendency to drive a positive comment valence compared to those who had a lower level of such knowledge.
The negative relationship between argument quality and comment valence was stronger among people who had a high level of knowledge about KSDAE (Figure 7). Our findings support our hypothesis that the strength of the relationship between argument quality and comment valence would be weakened by the Ability dimension, but only under conditions where commenters had a moderate level of knowledge about CITES regulations.
7 Implications and conclusion
It's possible that as posts received more likes and comments, group members felt like more eyes were on them and there was greater pressure to conform to social norms. If it is determined that most group members have low subjective knowledge of regulations, messages should be designed with a greater emphasis on the visual aesthetics and interactivity to gain a greater number of positively informed responses. Because group members will not process the information through the central route, it will be more efficient to maximize the potential of the peripheral signals to create behavior change.
This can be done by using high-quality videos or photos combined with texts and links, as shown by Yousaf et al. Our results also suggest that to be most effective, live posts should provide as many opportunities to process information as possible, either with long videos or by adding large text sections alongside image content. As one group member from our study eloquently stated, “You have to be self-aware; in changing the mentality of apathetic people who do not want to know, it will be very difficult, because their brains and feelings are hard as rocks and they do not want to accept the truth."
Acknowledgments
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Appendices
The effect of message orientation/vividness on consumer engagement for travel brands on social networking sites.
