Communicating social value: An experimental study on credible communication and social enterprises

Abstract

The management of marketing and communication strategies involves a complex mix of different requirements, particularly for social enterprises, which try to fulfill both social and business aims while operating in a resource‐constrained context. Although social enterprises are a rising phenomenon, the research on how these businesses communicate their activities remains in its infancy. This study builds on the theory of planned behavior and the source credibility theory, presenting a conceptual framework that distinguishes between high, moderate, and low credibility of a social enterprise's communication, to analyze its effects on potential customers' behavioral intentions. Through an online experiment with 260 subjects, the authors demonstrate that attitude toward a social enterprise, subjective norm, perceived behavioral control, and, ultimately, the intention to support a social enterprise by purchasing its products increases with the social enterprise's message credibility. The authors also present practical implications and avenues for future research on the communication of social enterprises based on the empirical findings.

The influence of greenfluencer credibility on green purchase behaviour (Influencia de la credibilidad del greenfluencer en el comportamiento de compra de productos verdes)

“…Este constructo refleja experiencias previas, impedimentos y consecuencias percibidas, así como la creencia de control en base a los recursos individuales, las habilidades y la autoconfianza para adoptar un comportamiento (Ajzen, 1991). El efecto positivo de la credibilidad sobre el control conductual percibido se ha comprobado en investigaciones psicosociales (Becker et al, 2022), por lo que podría esperarse que el efecto se replique en estudios psicoambientales, por lo que se propone que: H3: La credibilidad del greenfluencer influye positiva y significativamente sobre el control conductual percibido de la compra de productos verdes.…”

“…This construct reflects previous experiences, perceived impediments and consequences, as well as perceived control based on individual resources, skills and selfconfidence to adopt a behaviour (Ajzen, 1991). The positive effect of credibility on perceived behavioural control has been demonstrated in psychosocial research (Becker et al, 2022), so we might expect the effect to be replicated in psychosocial studies. Therefore, it is proposed that: H3: Greenfluencer credibility positively and significantly influences perceived behavioural control over purchasing green products.…”

Impact of Consumer Psychological Traits on Purchasing Intention in the Lebanese Aesthetics Clinics: The Mediating Effect of Brand Attitudes

“…The Lebanese aesthetics sector is a rapidly growing industry that caters to a diverse range of consumers, from those seeking high-end products to those looking for more affordable options. However, understanding the motivations and behaviors of consumers in this sector can be challenging, particularly in relation to factors such as value consciousness, susceptibility to normative influence, consumer needs for uniqueness, and purchasing intention (Becker et al, 2022).…”

How the intention to deceive is reflected in conceptual metaphors of a narrative?

“…Credibility in business communication is highly important for being effective and is strongly related to the trustworthiness and expertise of the speaker (Kenton 1989, Becker et al 2022. Applying belief in business communication suggests the lack of solid knowledge, evidence, or experience of the speaker.…”