The Role of Anthropomorphic Messengers in Sustainable Participatory Corporate Social Responsibility: Focusing on Messenger’s Facial Expression and Participation Effort

This study examines the role of participation effort, focusing on the effect of anthropomorphic messengers’ facial expression on consumers’ perception in the context of corporate social responsibility (CSR). CSR activities requiring consumer participation can elicit their positive responses. Although companies’ interests in participatory CSR are increasing, academic interests in this area are still insufficient. Existing studies have not provided clear results on the effective level of participation effort and its effect on consumers’ perception of CSR activities. In this context, we conducted a study that investigated the effect of participation effort, focusing on the facial expression of an anthropomorphic messenger. The study shows that participation effort has a positive relationship with the intention to participate in CSR because consumers perceive messengers with a sad facial expression as victims. However, they perceive messengers with a happy facial expression as marketing agents. Hence, participation effort decreases participation intention. Finally, we discuss the meaning of the study and propose suggestions for future research.