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
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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

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.

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Fuente de los datos: Dialnet