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Corporate social responsibility effects on social network sites

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  • Jeong, Hyun Ju
  • Paek, Hye-Jin
  • Lee, Mira

Abstract

This online experiment investigates how marketers could maximize favorable consumer responses to brand pages on social network sites (SNSs) through the strategic use of corporate social responsibility (CSR). Two types of CSR, cause-related marketing (CRM) and cause sponsorship (CS), and the control group (control) are compared. The results reveal the following major findings: (1) CRM leads to the greatest consumer intention to join the SNS brand page, followed by CS and control; (2) CRM results in the greater intention to invite friends to the brand page than either CS or control; (3) such effects of CSR are mediated by the consumer expectancy to be seen as favorable; and (4) the effect of CSR on the intention to join is moderated by the type of brand, but not the type of self-friend gender composition. The study provides a theoretical discussion and practical implications.

Suggested Citation

  • Jeong, Hyun Ju & Paek, Hye-Jin & Lee, Mira, 2013. "Corporate social responsibility effects on social network sites," Journal of Business Research, Elsevier, vol. 66(10), pages 1889-1895.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:10:p:1889-1895
    DOI: 10.1016/j.jbusres.2013.02.010
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    References listed on IDEAS

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    1. Lacetera, Nicola & Macis, Mario, 2008. "Social Image Concerns and Pro-Social Behavior," IZA Discussion Papers 3771, Institute of Labor Economics (IZA).
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    1. Dongmin Lee & Junghoon Moon & Young Chan Choe & Jaeseok Jeong, 2016. "Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry," Sustainability, MDPI, vol. 8(12), pages 1-18, December.
    2. Marwa Moalla Jamoussi & Anis Jarboui, 2017. "L'audit environnemental, la gouvernance et la divulgation volontaire de l'information environnementale : Cas des entreprises françaises," Post-Print hal-01907555, HAL.
    3. Bryan H. Chen & Mei-Hua Chen & Pei-Ni Tai, 2018. "Socially Irresponsible Corporations and Choices of Consumers: Altruism, Retaliation, or Demand for Reparation?," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(2), pages 47-59, June.
    4. Baoliang Hu & Tao Zhang & Shuai Yan, 2020. "How Corporate Social Responsibility Influences Business Model Innovation: The Mediating Role of Organizational Legitimacy," Sustainability, MDPI, vol. 12(7), pages 1-18, March.
    5. Venelin Terziev & Ekaterina Arabska, 2015. "Opportunities of networking in Bulgarian agrifood sector," Proceedings of International Academic Conferences 2604488, International Institute of Social and Economic Sciences.
    6. Natalia Sánchez-Arrieta & Rafael A. González & Antonio Cañabate & Ferran Sabate, 2021. "Social Capital on Social Networking Sites: A Social Network Perspective," Sustainability, MDPI, vol. 13(9), pages 1-35, May.
    7. Pere Mercadé Melé & Jesús Molina Gómez & Maria José Sousa, 2020. "Influence of Sustainability Practices and Green Image on the Re-Visit Intention of Small and Medium-Size Towns," Sustainability, MDPI, vol. 12(3), pages 1-11, January.
    8. Whitney Ginder & Wi-Suk Kwon & Sang-Eun Byun, 2021. "Effects of Internal–External Congruence-Based CSR Positioning: An Attribution Theory Approach," Journal of Business Ethics, Springer, vol. 169(2), pages 355-369, March.
    9. Madhurima Deb, 2021. "The impact of scepticism in cause-related marketing campaigns on audiences’ behavioural intentions with religiosity as a moderator," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(3), pages 387-401, September.
    10. Lee, Yoon-Joo & Yoon, Hye Jin & O'Donnell, Nicole H., 2018. "The effects of information cues on perceived legitimacy of companies that promote corporate social responsibility initiatives on social networking sites," Journal of Business Research, Elsevier, vol. 83(C), pages 202-214.
    11. Wen, Xiaohan (Hannah) & Kim, Shinhye & Bowen, Melanie, 2023. "Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success," Journal of Business Research, Elsevier, vol. 156(C).
    12. Tahira Javed & Jun Yang & Waseem Gul Gilal & Naeem Gul Gilal, 2020. "The sustainability claims’ impact on the consumer’s green perception and behavioral intention: A case study of H&M," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 10(2), pages 1-1.

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