Contents

The Effect of Participating in A #CarbonNeutrality TikTok Challenge on Perception of Environmental Issues: The Interaction Effect of Environmental Involvement and Trust in Government

탄소 중립 틱톡 챌린지 참여가 환경 문제 인식에 미치는 영향: 환경 관여도와 정부 신뢰의 상호작용 효과

이태준 / 노환호 / 이은희

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Abstract

As we move further into the digital age, social media is becoming an increasingly valuable platform for a range of stakeholders who seek to enhance public awareness of climate change. In this study, the impact of participating in a TikTok challenge promoting carbon neutrality on the adoption of pro-environmental attitudes among young individuals is investigated. The findings showed that participation in the TikTok challenge enhances the perception of environmental issues. Moreover, the level of trust in the government acted as a crucial moderator in how environmental involvement impacted the change of environmental perception brought about by the TikTok challenge. The TikTok challenge effects are discussed in the context of an active learning approach. The present study contributes to the understanding of how a form of social media participation can serve as an emerging intervention for promoting sustainable society.

Issue Date
2024-04
Publisher
한국광고홍보학회
Keywords(Author)
TikTok Challenge; Active Learning; Climate Action; Perception of Environmental Issues; Social Media Intervention; 틱톡 챌린지; 능동적 학습; 기후 행동; 환경 문제 인식; 소셜 미디어개입
URL
https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART003080423
Journal Title
The Korean Journal of Advertising and Public Relations
Start Page
212
End Page
245
ISSN
1738-2475
Language
English
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