Description
Mini AbstractThe global transport sector contributes over 20% of energy-related CO₂ emissions, making the transition to electric vehicles (EVs) a critical step in mitigating climate change. Marketing communication plays a vital role in generating public awareness and participation, yet the marketing literature on major sustainability transitions like transport electrification is limited. In addition, sustainability messaging on social media is shared less than traditional messaging. This exploratory study analyses 26,612 Facebook posts from car brands to examine how shares of EV-related messages compare to other brand content. The findings show that EV posts are generally shared less than non-EV posts. However, this effect is shaped by emotion. Posts that elicit surprise are significantly more likely to be shared, increasing the virality of these EV messages. In contrast, posts perceived as humorous are associated with lower shares when promoting EVs, suggesting that humour reduces the spread of sustainability messages. This study advances understanding of how emotional reactions shape sustainable product communication and offers practical guidance for marketers and policymakers seeking to increase engagement with EV content.
| Period | 2 Dec 2025 |
|---|---|
| Event type | Conference |
| Location | Sydney, Australia, New South WalesShow on map |