Abstract
ABSTRACT This research is grounded into the social learning and influence framework. On the basis of the literature review, it has been noted that promoting a sustainable behavior, such as energy saving, is deemed to be an outcome of a psychological process that may be triggered by social influence attempts on social networks. A set of source-related features, such as the influencer’s popularity and expertise, and the followers’ psychological reactions are conceived to illustrate the energy saving promotion on Instagram. A quantitative approach based on an a 2 × 2 experiment and a survey was implemented. The findings show that the influencer’s popularity and expertise are key drivers that trigger a psychological mechanism leading to a high intention to save energy among followers.
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