Campaign participation, spreading electronic word of mouth, purchase: how to optimise corporate social responsibility, CSR, effectiveness via social media?

Abstract

PurposeThe purpose of this paper is to investigate how to optimise corporate social responsibility (CSR) when communicating via social media. In particular, the communication type, cause proximity and CSR motives are addressed facing the increased demand for transparency and the grown consumers' expectations towards socially responsible brands.Design/methodology/approachOnline survey was developed, based on a profound literature review and a field research we did on the actual social media behaviour of socially responsible brands. Consumers attitudes and behavioural reactions in terms of willingness to participate in a campaign, to spread e-WOM and to purchase were investigated, as a function of CSR motives (value vs performance vs value and performance) and cause proximity (national vs international), respectively, with monologue (study 1) and dialogue communication type (study 2).FindingsCause proximity enhanced the campaign participation, and this effect was pronounced for both, monologue and dialogue type of communication. CSR motives modulated the willingness to spread electronic word-of-mouth, and this holds for both, monologue and dialogue communication. Attitudes and purchase intention were highest when value- and performance-driven motives were communicated, but these effects appeared only when the message was in a dialogue form of communication. Message credibility and CSR motives credibility perception further modulated consumers response.Practical implicationsThe outcomes could be used in developing marketing (communication) strategies leading to values and revenues optimisation.Originality/valueThe results are discussed in a framework of how CSR resonates via social media.

Using Social Media as a Medium for CSR Communication, to Induce Consumer–Brand Relationship in the Banking Sector of a Developing Economy

“…Likewise, the consumers also want to support a socially responsible bank by increasing their purchase likelihood. These results of the present study are also supported by different researchers in the extant literature [10,43,50,113,114]. This survey has some important theoretical and practical implications.…”

The Relationship between CSR Communication on Social Media, Purchase Intention, and E-WOM in the Banking Sector of an Emerging Economy

“…So, the findings of the present study confirmed that customer CSR engagement on social media positively relates to E-WOM and purchase intentions. This study is not the first one to present these arguments because the arguments also receive support from contemporary researchers including Badenes-Rocha, Ruiz-Mafé, and Bigné [47]; Bialkova and Te Paske [58]; and Chu and Chen [64].…”

“…Positive WOM refers to a good communication about a company that the customer is willing to share with others [57]. When customers spread positive communication about an organization or brand thorough social media or internet, then it is regarded as E-WOM [58].…”

The Role of CSR Engagement in Customer-Company Identification and Behavioral Intention During the COVID-19 Pandemic

“…In particular, the sudden outbreak of the COVID-19 pandemic has furthered a digitalized transformation of human interaction where there is a reported increase in the users of social media (Lep et al, 2020 ; Vanko et al, 2021 ). Meanwhile, social media can be utilized by companies to extend businesses to a wider audience with a global reach and affect the behavioral intention of consumers while engaging in their CSR initiatives (Bialkova and Te Paske, 2020 ; Kuhzady et al, 2020 ). However, through a review of a study, the academy concerning CSR practices lags behind the practices of CSR engagement through social media (Kesavan et al, 2013 ; Chu et al, 2020 ).…”