Consumer motivations for engaging with corporate social responsibility on social media

  1. Claudia Aguirre 1
  2. Salvador Ruiz de Maya 2
  3. Mariola Palazón Vidal 2
  4. Augusto Rodríguez 3
  1. 1 UCAM Universidad Católica de Murcia, Murcia, Spain
  2. 2 Universidad de Murcia
    info

    Universidad de Murcia

    Murcia, España

    ROR https://ror.org/03p3aeb86

  3. 3 Universidad del Valle, Cali, Colombia
Mostrar afiliaciones +
Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Año de publicación: 2023

Título del ejemplar: Consumer Engagement: Contemporary Challenges in an Evolving World

Volumen: 27

Número: 2

Tipo: Artículo

DOI: 10.1108/SJME-05-2022-0106 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Spanish journal of marketing-ESIC

Objetivos de desarrollo sostenible

Resumen

Propósito El estudio analiza las motivaciones que tiene el consumidor para compartir información sobre acciones de responsabilidad social corporativa (RSC) a través de boca oído electrónico (eWOM). En particular, las motivaciones de mejora del auto-concepto, necesidad de mostrar una identidad deseada y la vinculación social. Metodología Se utiliza un diseño experimental entre sujetos donde se manipuló la presencia vs ausencia de información sobre la RSC de la empresa. Las hipótesis se contrastaron mediante un modelo de ecuaciones estructurales. Resultados Los resultados muestran que los consumidores con más asociaciones de RSC comparten más la información de RSC motivados por satisfacer la mejora del auto-concepto y vinculación social. Implicaciones prácticas El estudio destaca la importancia de generar contenido de RSC en el sitio web de la empresa, y la importancia de los consumidores en la difusión de información de dicha información. Limitaciones El estudio está restringido a la presencia de información de RSC en el sitio web de la empresa. Sería interesante evaluar lo que sucede si dicha información se comparte en redes sociales, en la medida en que los consumidores tienen mayor tendencia a compartir la información procedente de redes sociales. Originalidad Los resultados muestran la importancia de las motivaciones personales como la mejora del auto-concepto y la vinculación social a la hora compartir información de RSC en las redes sociales.

Referencias bibliográficas

  • Badenes-Rocha, A., Ruiz-Mafé, C. and Bigné, E. (2019), “Engaging customers through user-and company-generated content on CSR”, Spanish Journal of Marketing – ESIC, Vol. 23 No. 3, pp. 339-372.
  • Bagozzi, R.P. and Heatherton, T.F. (1994), “A general approach to representing multifaceted personality constructs: application to state self‐esteem”, Structural Equation Modeling: A Multidisciplinary Journal, Vol. 1 No. 1, pp. 35-67.
  • Ballester, E., Ruiz, C. and Rubio, N. (2021), “Engaging consumers through firm-generated content on Instagram”, Spanish Journal of Marketing – ESIC, Vol. 25 No. 3, pp. 355-373.
  • Berger, J. (2014), “Word of mouth and interpersonal communication: a review and directions for future research”, Journal of Consumer Psychology, Vol. 24 No. 4, pp. 586-607.
  • Berger, J. and Heath, C. (2007), “Where consumers diverge from others: identity signaling and product domains”, Journal of Consumer Research, Vol. 34 No. 2, pp. 121-134.
  • Brown, T.J. and Dacin, P.A. (1997), “The company and the product: corporate associations and consumer product responses”, The Journal of Marketing, Vol. 68-84.
  • Castelló-Martínez, A. and Ros-Diego, V.J. (2012), “La comunicación de la responsabilidad en los medios sociales”, Revista Latina de Comunicación Social, Vol. 67 Nos 945/966, pp. 47-67.
  • Chu, S.C. and Chen, H.T. (2019), “Impact of consumers' corporate social responsibility-related activities in social media on brand attitude, electronic word-of-mouth intention, and purchase intention: a study of Chinese consumer behavior”, Journal of Consumer Behaviour, Vol. 18 No. 6, pp. 453-462.
  • Chu, S.C., Chen, H.T. and Gan, C. (2020), “Consumers’ engagement with corporate social responsibility (CSR) communication in social media: evidence from China and the United States”, Journal of Business Research, Vol. 110, pp. 260-271.
  • Chu, S.C., Lien, C.H. and Cao, Y. (2019), “Electronic word-of-mouth (e-WOM) on WeChat: examining the influence of sense of belonging, need for self-enhancement, and consumer engagement on Chinese travellers’ e-WOM”, International Journal of Advertising, Vol. 38 No. 1, pp. 26-49.
  • de Jong, M.D. and van der Meer, M. (2017), “How does it fit? Exploring the congruence between organizations and their corporate social responsibility (CSR) activities”, Journal of Business Ethics, Vol. 143 No. 1, pp. 71-83.
  • Eelen, J., Özturan, P. and Verlegh, P.W. (2017), “The differential impact of brand loyalty on traditional and online word of mouth: the moderating roles of self-brand connection and the desire to help the brand”, International Journal of Research in Marketing, Vol. 34 No. 4, pp. 872-891.
  • Esteve, J. (2018), “KOE social media marketing”, España, available at: www.koemarketing.com/80-los-espanoles-consulta-resenas-online-elegir-restaurante (accessed October 2017).
  • Fatma, M., Ruiz, A.P., Khan, I. and Rahman, Z. (2020), “The effect of CSR engagement on e-WOM on social media”, International Journal of Organizational Analysis, Vol. 28 No. 4, pp. 941-956.
  • Fundación Cruzcampo (2018), “Estudio de la percepción de la hostelería en España”, España, available at: www.fundacioncruzcampo.com/estudio-hosteleria (accessed October 2017).
  • Gardner, M.P. (1985), “Does attitude toward the ad affect brand attitude under a brand evaluation set?”, Journal of Marketing Research, Vol. 22 No. 2, pp. 192-198.
  • Gvili, Y. and Levy, S. (2018), “Consumer engagement with e-WOM on social media: the role of social capital”, Online Information Review, Vol. 42 No. 4, pp. 482-505.
  • Hair, J.F., Anderson, R.E., Tatham, R.L. and Black, W.C. (1994), Multivariate Data Analysis with Readings, 4 ed., Macmillan Publishing Company, New York, NY.
  • Hall, K.R., Harrison, D.E. and Obilo, O.O. (2021), “Building positive internal and external stakeholder perceptions through CSR storytelling”, Journal of Strategic Marketing, pp. 1-22, doi: 10.1080/0965254X.2021.1895289.
  • Hartmann, P., Fernández, P., Apaolaza, V., Eisend, M. and D’Souza, C. (2021), “Explaining viral CSR message propagation in social media: the role of normative influences”, Journal of Business Ethics, Vol. 173 No. 2, pp. 365-385.
  • Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D. (2004), “Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?”, Journal of Interactive Marketing, Vol. 18 No. 1, pp. 38-52.
  • Hernández-Maestro, R.M. (2020), “Management response to e-WOM in rural lodging establishments”, Spanish Journal of Marketing – ESIC, Vol. 24 No. 2, pp. 263-278.
  • Ho, J.Y. and Dempsey, M. (2010), “Viral marketing: motivations to forward online content”, Journal of Business Research, Vol. 63 Nos 9/10, pp. 1000-1006.
  • Höllig, C.E., Tumasjan, A. and Welpe, I.M. (2020), “Individualizing gamified systems: the role of trait competitiveness and leaderboard design”, Journal of Business Research, Vol. 106, pp. 288-303.
  • IAB Spain (2020), “Biblioteca de Investigación y Estándares Spain (Agosto 2020), Estudio anual de redes sociales 2020”, España, available at: www.iabspain.es/presentacion-estudio-redes-sociales-2020/ (accessed December 2021).
  • Iacobucci, D. (2010), “Structural equations modeling: fit indices, sample size, and advanced topics”, Journal of Consumer Psychology, Vol. 20 No. 1, pp. 90-98.
  • Ismagilova, E., Rana, N.P., Slade, E.L. and Dwivedi, Y.K. (2020), “A meta-analysis of the factors affecting e-WOM providing behaviour”, European Journal of Marketing, Vol. 55 No. 4, pp. 1067-1102.
  • Jeong, E. and Jang, S.S. (2011), “Restaurant experiences triggering positive electronic word-of-mouth (e-WOM) motivations”, International Journal of Hospitality Management, Vol. 30 No. 2, pp. 356-366.
  • Jochim, T., Ottenbacher, M.C. and Harrington, R.J. (2015), “What and how are firms in the quick-service restaurant industry reporting on corporate social responsibility?”, Journal of Foodservice Business Research, Vol. 18 No. 3, pp. 258-286.
  • Jorgensen, T.D., Pornprasertmanit, S., Schoemann, A.M. and Rosseel, Y. (2020), “semTools: useful tools for structural equation modeling (R package Version 0.5-3) [Computer software]”, available at: https://CRAN.R-project.org/package=semTools
  • Kim, S. (2019), “The process model of corporate social responsibility (CSR) communication: CSR communication and its relationship with consumers’ CSR knowledge, trust, and corporate reputation perception”, Journal of Business Ethics, Vol. 154 No. 4, pp. 1143-1159.
  • Kim, S. and Ferguson, M.A.T. (2018), “Dimensions of effective CSR communication based on public expectations”, Journal of Marketing Communications, Vol. 24 No. 6, pp. 549-567.
  • Kim, A.J. and Ko, E. (2012), “Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand”, Journal of Business Research, Vol. 65 No. 10, pp. 1480-1486.
  • Kim, H. and Xu, H. (2019), “Exploring the effects of social media features on the publics’ responses to decreased usage CSR messages”, Corporate Communications: An International Journal, Vol. 24 No. 2, pp. 287-302.
  • Kumar, V., Rajan, B., Gupta, S. and Pozza, I.D. (2019), “Customer engagement in service”, Journal of the Academy of Marketing Science, Vol. 47 No. 1, pp. 138-160.
  • Le, M.T. (2021), “The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences”, Spanish Journal of Marketing – ESIC, Vol. 25 No. 1, pp. 156-180.
  • Lee, S.Y. and Chung, S. (2018), “Effects of emotional visuals and company – cause fit on memory of CSR information”, Public Relations Review, Vol. 44 No. 3, pp. 353-362.
  • Lee, M. and Kim, H. (2017), “Exploring the organizational culture’s moderating role of effects of corporate social responsibility (CSR) on firm performance: focused on corporate contributions in Korea”, Sustainability, Vol. 9 No. 10, pp. 1883.
  • Lee, S.Y., Zhang, W. and Abitbol, A. (2019), “What makes CSR communication lead to CSR participation? Testing the mediating effects of CSR associations, CSR credibility, and organization–public relationships”, Journal of Business Ethics, Vol. 157 No. 2, pp. 413-429.
  • Liu, M., Liu, Y. and Zhang, L.L. (2019), “Vlog and brand evaluations: the influence of parasocial interaction”, Asia Pacific Journal of Marketing and Logistics, Vol. 31 No. 2, pp. 419-436.
  • Liu, M.T., Liu, Y., Mo, Z., Zhao, Z. and Zhu, Z. (2020), “How CSR influences customer behavioural loyalty in the Chinese hotel industry”, Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 1, pp. 1-22.
  • Liu, M.T., Wong, I.A., Shi, G., Chu, R. and Brock, J.L. (2014), “The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference”, Journal of Services Marketing, Vol. 32 No. 1, pp. 1-22.
  • Liu, M.T., Xue, J. and Liu, Y. (2021), “The mechanism leads to successful clickbait promotion in WeChat social media platforms”, Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 9, pp. 1952-1973.
  • Luarn, P., Yang, J.C. and Chiu, Y.P. (2015), “Why people check in to social network sites”, International Journal of Electronic Commerce, Vol. 19 No. 4, pp. 21-46.
  • McCracken, G. (1989), “Who is the celebrity endorser? Cultural foundations of the endorsement process”, Journal of Consumer Research, Vol. 16 No. 3, pp. 310-321.
  • Malhotra, N., Nunan, D. and Birks, D. (2017), Marketing Research: An Applied Approach, 5 ed., Pearson, New York, NY.
  • Mishra, A., Maheswarappa, S.S., Maity, M. and Samu, S. (2018), “Adolescent’s e-WOM intentions: an investigation into the roles of peers, the internet and gender”, Journal of Business Research, Vol. 86, pp. 394-405.
  • Mo, Z., Liu, M. and Liu, Y. (2018), “Effects of functional green advertising on self and others”, Psychology and Marketing, Vol. 35 No. 5, pp. 368-382.
  • Nelson-Field, K., Riebe, E. and Sharp, B. (2012), “What’s not to ‘like?’ Can a Facebook fan base give a brand the advertising reach it needs?”, Journal of Advertising Research, Vol. 52 No. 2, pp. 262-269.
  • Öberseder, M., Schlegelmilch, B.B. and Gruber, V. (2011), “‘Why don’t consumers care about CSR?’ A qualitative study exploring the role of CSR in consumption decisions”, Journal of Business Ethics, Vol. 104 No. 4, pp. 449-460.
  • Packard, G. and Wooten, D.B. (2013), “Compensatory knowledge signaling in consumer word-of-mouth”, Journal of Consumer Psychology, Vol. 23 No. 4, pp. 434-450.
  • Pérez, A., García de los Salmones, M.M. and Liu, M. (2020), “Information specificity, social topic awareness and message authenticity in CSR communication”, Journal of Communication Management, Vol. 24 No. 1, pp. 31-48.
  • Rimé, B. (2009), “Emotion elicits the social sharing of emotion: theory and empirical review”, Emotion Review, Vol. 1 No. 1, pp. 60-85.
  • Rosseel, Y. (2012), “Lavaan: an R package for structural equation modeling”, Journal of Statistical Software, Vol. 48 No. 2, pp. 1-36.
  • Schutz, W.C. (1958), FIRO: A Three-Dimensional Theory of Interpersonal Behavior, Rinehart, New York, NY, pp. 168-188.
  • Sicilia, M., Delgado‐Ballester, E. and Palazon, M. (2016), “The need to belong and self‐disclosure in positive word‐of‐mouth behaviours: the moderating effect of self–brand connection”, Journal of Consumer Behaviour, Vol. 15 No. 1, pp. 60-71.
  • Sicilia, M., Palazón, M. and López, M. (2020), “Intentional vs unintentional influences of social media friends”, Electronic Commerce Research and Applications, Vol. 42, p. 100979.
  • Tajfel, H., Billig, M., Bundy, R.P. and Flament, C. (1971), “Social categorization and intergroup behaviour”, European Journal of Social Psychology, Vol. 1 No. 2, pp. 149-177.
  • Taylor, D.G., Strutton, D. and Thompson, K. (2012), “Self-enhancement as a motivation for sharing online advertising”, Journal of Interactive Advertising, Vol. 12 No. 2, pp. 13-28.
  • Wetzer, I.M., Zeelenberg, M. and Pieters, R. (2007), “‘Never eat in that restaurant, I did!’ Exploring why people engage in negative word‐of‐mouth communication”, Psychology and Marketing, Vol. 24 No. 8, pp. 661-680.
  • Yang, F.X. (2017), “Effects of restaurant satisfaction and knowledge sharing motivation on e-WOM intentions: the moderating role of technology acceptance factors”, Journal of Hospitality and Tourism Research, Vol. 41 No. 1, pp. 93-127.
  • Yang, J., Basile, K. and Letourneau, O. (2020), “The impact of social media platform selection on effectively communicating about corporate social responsibility”, Journal of Marketing Communications, Vol. 26 No. 1, pp. 65-87.
  • Zhou, S., Yan, Q., Yan, M. and Shen, C. (2020), “Tourists’ emotional changes and e-WOM behavior on social media and integrated tourism websites”, International Journal of Tourism Research, Vol. 22 No. 3, pp. 336-350.
Fuente de los datos: Dialnet