Self-effects of user-generated advocacy messages on self-identity, attitudes, and intentions to act

This study examined self-effects of user-generated content (UGC) in an advocacy context. An experiment examined whether those randomly assigned to create “video selfies” advocating a pro-environmental behavior reported greater intention to practice it than those who viewed others’ “selfies” with similar content. Those who created a selfie reported more positive attitudes toward the behavior and greater self-identity as someone who practices it. In turn, self-identity, but not attitude toward the behavior, was positively associated with intention to perform it. Implications for self-effects of UGC and for organizations encouraging behavior change among relevant stakeholders via UGC rather than by more traditional promotional means are discussed.