Examining consumer attitudes toward CSR and CSA messages

Overton, Holly; Kim, Joon Kyoung; Zhang, Nanlan; Huang, Shudan

doi:10.1016/j.pubrev.2021.102095

Cited by 38 publications

(27 citation statements)

References 57 publications

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“…As a growing number of researchers have begun to investigate conceptual and practical differences between CSR and CSA (e.g. Overton et al. , 2021), this study adds important empirical findings to the literature on how the public views and reacts differently to CSA from CSR.…”

Section: Discussionmentioning

confidence: 99%

“…While scholarly attention to CSA is increasing, empirical investigations to date have primarily focused on individuals' perceptions regarding corporations, rather than focusing on individual characteristics as an antecedent of their response to CSA. For instance, researchers have investigated the impact of company-cause fit (Hong and Li, 2020), perceived CSA authenticity (Lim and Young, 2021), and perceived motives (Overton et al, 2021) on individuals' behavioral intentions including purchase intention and WOM intention. Extant research has also primarily focused on analyzing consumer-focused outcomes based on a specific social-political issue (Ciszek and Logan, 2018;Dodd andSupa, 2014, 2015;Kim et al, 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

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Examining the determinants of consumer support for corporate social advocacy

Kim

Overton

Alharbi

et al. 2023

CCIJ

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PurposeUsing the theory of planned behavior (TPB) as a theoretical framework, this study investigates individual level psychological determinants of individuals word-of-mouth (WOM) intentions as a way to support corporate social advocacy (CSA).Design/methodology/approachAn online survey (N = 505) using a Qualtrics panel was conducted.FindingsIndividuals' attitudes towards WOM, subjective norms, and self-efficacy was positively associated with their positive WOM intention, whereas perceived controllability over WOM behaviors was not associated with WOM intention. Age was negatively associated with WOM intention.Originality/valueThis study is one of the early attempts to test individual level factors in shaping individuals' WOM intention in response to CSA. This study also employed recent TPB argument and tested the role of self-efficacy and perceived controllability on behavioral intentions in the context of corporate communication. The findings of this study offer theoretical and practical insights to corporations when developing CSA campaigns and designing CSA messages.

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Section: Discussionmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Examining the determinants of consumer support for corporate social advocacy

Kim

Overton

Alharbi

et al. 2023

CCIJ

Self Cite

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“…Patuelli et al (2021) [63] find that stakeholder engagement measured by retweets and likes is in general not homogeneous and varies depending on the communities with again the social dimension scoring a higher number of retweets compared to the other CSR dimensions [63]. Overton et al (2021) found that individuals inferred more value-driven motives from CSR messages that are directly connected to their actions compared to CSA messages which ultimately creates more positive attitude changes towards the company and WOM intentions [84]. Since findings were experiment based, they will need to be backed up with an analysis of real Twitter data [84].…”

Section: Success Factors Of Csr Communication Strategiesmentioning

confidence: 99%

“…Overton et al (2021) found that individuals inferred more value-driven motives from CSR messages that are directly connected to their actions compared to CSA messages which ultimately creates more positive attitude changes towards the company and WOM intentions [84]. Since findings were experiment based, they will need to be backed up with an analysis of real Twitter data [84]. In that context O'Brien et al ( 2018) for example also found that customers prefer firms addressing social issues which are aligned with their core purpose and are then willing to be engaged by addressing them [33].…”

Section: Success Factors Of Csr Communication Strategiesmentioning

confidence: 99%

Corporate Social Responsibility on Twitter: A Review of Topics and Digital Communication Strategies’ Success Factors

Pilgrim¹,

Bohnet-Joschko²

2022

Preprint

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Corporate social responsibility (CSR) has become increasingly important for companies in recent years. On the one hand, regulatory frameworks require the disclosure of measures for sustainable management. On the other hand, for long-term corporate success, stakeholders must be strategically engaged in the dialog on sustainability aspects. Social media, and Twitter in particular, offer the potential to foster a meaningful stakeholder dialogue on CSR topics. Due to Elon Musk's acquisition in the fall of 2022, this strategic disruption provides an opportunity to systematically capture the platform's past activities and strategies to synthesize practical information that can guide Twitter usage decision making and be used for research to serve as the basis for future comparative longitudinal studies of changes in usage. We conducted a literature review including 42 papers to contribute to the body of evidence on CSR communication strategies on Twitter across industries and countries by deriving interdisciplinary suggestions for strategic CSR-related stakeholder management. Results cover relevant CSR topics, prioritized stakeholder groups for CSR communication on Twitter and successful communication strategies for companies to obtain beneficial results, such as generating social media capital. The results contribute to the strategic planning and implementation of CSR stakeholder management on Twitter and offer starting points for future studies on social media mining and CSR communication strategies.

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“…In summary, previous empirical literature has focused on the relationship between corporate activism and purchase intention (Corcoran et al, 2016;Krebel Chang, 2017;Overton et al, 2021;Robinson et al, 2012), changes in consumer attitudes (Atanga et al, 2022;Parcha & Kingsley Westerman, 2020), the impact on brand equity (Korschun et al, 2019;Vredenburg et al, 2020), reputation (Den-Hond et al, 2014), or both (Villagra, Clemente-Mediavilla, et al, 2021), as well as understanding the antecedents of the concept (institutional and corporate credibility and authenticity) from the consumer's point of view (Villagra et al, 2022). Moreover, the relationship between corporate activism and financial performance is receiving research attention (Bhagwat et al, 2020;Dodd, 2018;Dodd & Supa, 2014;Glambosky & Peterburgsky, 2022;Villagra, Monfort, & Méndez-Suárez, 2021;Weinzimmer & Esken, 2016), which is closely related to the principal objective of this research.…”

Section: Principles Of Corporate Activismmentioning

confidence: 99%

The Side Effect of Political Standing: Corporate Activism and Its Impact on Stock Returns

Blanco

López-Aza²,

Sánchez³

et al. 2023

PaG

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Taking sides on controversial political issues such as gun control, abortion, immigration, or diversity is increasingly common among large companies. What remains unclear, however, is whether this type of strategy—known as “corporate activism”—has positive or negative effects on these companies. The use of the concept of corporate activism on different variables affecting the companies is relatively recent. This article analyses the effect of corporate activism on the stock market performance of US companies through the analysis of the sample collected. Although there are some recent articles published on this topic, none of them measures the risk associated with the use of this type of strategy. For the development of the research, the well-known Fama–French modelling framework is applied to estimate the differences between companies that participate in corporate activism initiatives versus those that remain outside this strategy. The findings complement previous research showing that companies that use corporate activism have lower market risk than companies that do not engage in this type of strategy. These results can be useful in identifying the advantages and disadvantages of corporate activism initiatives and, in addition, they can also help companies to evaluate the use of corporate activism as a strategic tool and as a driver of social change.

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Examining consumer attitudes toward CSR and CSA messages

Cited by 38 publications

References 57 publications

Examining the determinants of consumer support for corporate social advocacy

Examining the determinants of consumer support for corporate social advocacy

Corporate Social Responsibility on Twitter: A Review of Topics and Digital Communication Strategies’ Success Factors

The Side Effect of Political Standing: Corporate Activism and Its Impact on Stock Returns

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