Matthew Pittman

Assistant Professor

University of Tennessee

United States

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Matthew Pittman is an Assistant Professor at the University of Tennessee, USA. His research areas include the effectiveness of travel influencers, green advertising strategies, and the emotional dynamics of influencer-follower relationships. He has published numerous articles examining the interplay between consumer behavior and social media marketing, with a focus on pro-environmental messaging and corporate social responsibility.

Matthew Pittman

Research Interests

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Articles (18)

Should travel influencers be human or virtual? Comparing effectiveness for material and experiential products

Green Advertising on Instagram Versus TikTok: Construal Level Moderates Processing Fluency and Environmental Commitment

Just for fun: an empirically based framework for advertising fun

“I buy because I like you more now”: The role of influencer-follower emotional relationship in followers’ retention and repurchase intentions

Green with Arrogance: Dominant Brands Benefit from Arrogant Appeals

Altercast framing with assertive sustainability messages: how dominant brands can motivate non-green consumers

Internal versus External Corporate Social Responsibility: Company Age and Size Moderate CSR Efficacy

Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change On Social Media, One Tip versus Many Is More Effective for Nongreen Consumers

When Sports Fans Buy: Contextualizing Social Media Engagement Behavior to Predict Purchase Intention

Using the FCB grid to understand privacy concerns in social media advertising

Enviro-Bragging: When Influencers Should Not Be Humble about a Brand’s Sustainability

Cognitive Load and Social Media Advertising

Remembering the FCB Grid: Thinking, Feeling, and Involvement in the Age of Social Media

Green Advertising on Social Media: Brand Authenticity Mediates the Effect of Different Appeals on Purchase Intent and Digital Engagement

Distinguishing feast-watching from cringe-watching: Planned, social, and attentive binge-watching predicts increased well-being and decreased regret

Brand Authenticity and Strategic Response to Crises: Symbolic Effects of Donation Type on Purchase Intent and Digital Engagement

Changing Attitudes on Social Media: Effects of Fear and Information in Green Advertising on Non-Green Consumers

eWOM anatomy of online product reviews: interaction effects of review number, valence, and star ratings on perceived credibility

Collaborators (4)

Seoyeon Hong

Brandon Boatwright

Tyler Milfeld

Emil Steiner

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