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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Journal:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Year of publication: 2023

Issue Title: Consumer Engagement: Contemporary Challenges in an Evolving World

Volume: 27

Issue: 2

Type: Article

DOI: 10.1108/SJME-05-2022-0106 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Spanish journal of marketing-ESIC

Abstract

Purpose This study aims to analyze consumer motivations to share information about corporate social responsibility (CSR) activities through electronic word of mouth. It examines the roles of self-enhancement, identity signaling and social bonding as antecedents of consumers’ CSR engagement on social media. Design/methodology/approach A quantitative approach is used with a single-factor between-subjects experimental design in which the presence vs absence of CSR information on a company website is manipulated. The hypotheses are tested through structural equation modeling. Findings Results show that after viewing the company’s CSR message on its website, consumers who generated more CSR associations were more motivated to engage with the CSR information to satisfy fundamental personality traits (need for self-enhancement) and social relationship motivations (social bonding), which increased their intention to share the information. Research limitations/implications This study is restricted to CSR information on websites. Further research should consider what happens if such information is shared on social media, as consumers are more likely to spread CSR messages when they are shared by other public social network sites. Practical implications The study highlights the relevance of including CSR information on websites and offers insights into the importance of considering consumers in disseminating CSR information. Consumers share information when they have personal motivation for doing so. Social implications This study put the focus on the role of consumers in the diffusion of corporate information. Originality/value The results show the importance of personal motivations such as self-enhancement and social bonding in sharing CSR information on social media.

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