Find peace: mindfulness messages and their impact on social media engagement and product purchase intention

Yi He (), Ya You () and Huifang Mao ()
Additional contact information
Yi He: California State University
Ya You: California State University
Huifang Mao: Ivy College of Business, Iowa State University

Marketing Letters, 2025, vol. 36, issue 3, No 26, 689-704

Abstract: Abstract Mindfulness content has proliferated on social media platforms, where it is frequently incorporated into campaigns aimed at promoting brands and products. However, there is limited understanding about how mindfulness-centered product promotion messages on social media affect consumer engagement with the post and their purchase intentions. Our findings from two lab experiments and an econometric analysis of 3928 consumer-generated posts from four Instagram campaigns show that posts with mindfulness content on social media are more liked and commented on, leading to increased intention to purchase the products featured in the messages. Further, the positive effects of the mindfulness messages are likely bounded by consumption goals and tend to dissipate when a utilitarian consumption goal is made salient. These findings provide important managerial guidance that assists marketers in leveraging mindfulness messages to design effective social media campaigns.

Keywords: Mindfulness messages; Social media engagement; Product purchase intention; Consumption goal (search for similar items in EconPapers)
Date: 2025
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s11002-024-09759-x Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:mktlet:v:36:y:2025:i:3:d:10.1007_s11002-024-09759-x

Ordering information: This journal article can be ordered from
http://www.springer. ... etailsPage=societies

DOI: 10.1007/s11002-024-09759-x

Access Statistics for this article

Marketing Letters is currently edited by Joel Steckel and Peter Golder

More articles in Marketing Letters from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().