scholarly journals Driving Consumer Engagement through Diverse Calls to Action in Corporate Social Responsibility Messages on Social Media

2021 ◽  
Vol 13 (7) ◽  
pp. 3812
Author(s):  
Myoung-Jin Chae
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
User Participation ◽  
Consumer Engagement ◽  
Interactive Communication ◽  
Social Media Platforms ◽  
Research Findings ◽  
Promotional Messages ◽  
Corporate Social

Although a growing number of consumers acknowledge the importance of firms’ corporate social responsibility (CSR) activities, how companies can effectively communicate these initiatives to consumers is still a challenge. Although the rise of social media platforms has provided firms with opportunities for more immediate and interactive communication with consumers, recent academic studies related to social media have mostly focused on effective communication of promotional messages, and relatively little attention has been paid to prosocial messages. For better communication, social media branded messages have encouraged user participation (i.e., calls to action), but how diverse types of calls to action can generate consumer engagement remains unexplored. Using over 2000 branded posts from popular consumer product brands on Facebook and Twitter, this research explores diverse types of calls to action that drive consumers’ attitudinal (i.e., likes) and behavioral (i.e., shares) engagement with CSR-related messages on social media. The research findings suggest that the types of calls to action matter in the effectiveness of CSR messages. Specifically, CSR messages inviting consumers to brand-related programs or games generated a greater number of likes and shares. However, the overall engagement was lower when CSR messages encouraged further conversations, and rewarding consumers was also less effective. Finally, the results show that multiple calls to action within one message decrease engagement. Overall, this study contributes to the academic literature and management by providing new insights and actionable guidelines on how to encourage user participation when designing CSR messages to enhance consumers’ attitudinal and behavioral engagement within social media, thereby contributing to sustainable development while enhancing the effectiveness of marketing communications.

The Antecedents of Consumer Engagement in CSR Communication in Social Media

2022 ◽  
pp. 264-292
Author(s):  
Mansour Alraja ◽  
Mohamed Hamdoun
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Reasoned Action ◽  
Positive Influence ◽  
Study Data ◽  
Moral Norms ◽  
Social Media Platforms ◽  
Corporate Social ◽  
The Relationship

This study aims to explore the ways in which targeted consumers engage with corporate social responsibility (CSR) activities on social media platforms, specifically when discussing their opinions and experiences regarding the CSR activities of their favorite brands. Therefore, the variable moral norms were integrated in the theory of reasoned action. The study data about consumers' engagement (CE) in corporate social responsibility communication (CSRC) over social media (SM) platforms—electronic word of mouth, or e-WoM—was collected from 290 actual engaged consumers in online ordering and involved in social media groups. The findings confirmed that the antecedent factors (consumers' attitudes, subjective norms, and moral norms) have a positive influence on consumers' intention to use e-WoM, while no effect was found on CE in CSRC in SM. Furthermore, e-WoM was found to have direct significant impact on CE in CSRC in SM as it mediates the relationship between the antecedent factors and CE in CSRC in SM.

scholarly journals The communication of corporate social responsibility practices through social media channels

2018 ◽  
Vol 14 (1) ◽  
pp. 34-49 ◽  
Author(s):  
Silvia Testarmata ◽  
Fabio Fortuna ◽  
Mirella Ciaburri
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Corporate Disclosure ◽  
Socially Responsible ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Media Channels ◽  
Corporate Social ◽  
Social And Environmental Impacts

Corporations are rapidly expanding their use of social media in corporate disclosure, and many firms are now entering into a virtual dialogue with stakeholders to communicate their economic, social and environmental impacts on society. However, the use of social media as a form of dissemination in communicating corporate social responsibility still remains an under-investigated research topic. Stemming from these considerations, the purpose of the paper is to analyse how companies are using social media platforms to disclose the corporate social responsibility practices in order to engage stakeholders in compelling and on-going virtual dialogs, comparing how Socially Responsible and Not Socially Responsible companies use social media platforms to communicate their corporate social responsibility initiatives and interventions. The analysis supports the current calls for innovative forms for corporate disclosure and provides empirical evidence on the corporate use of social media for communicating CSR practices, using a sample of Italian Listed companies.

The effect of corporate social responsibility content on consumer engagement behaviours on Facebook brand pages in Egypt

2020 ◽  
Vol 19 (3) ◽  
pp. 280-297
Author(s):  
Hazem Rasheed Gaber ◽  
Ahmed Elsamadicy
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Content Analysis ◽  
Social Network ◽  
Social Responsibility ◽  
Consumer Engagement ◽  
Content Type ◽  
Corporate Social ◽  
Facebook Pages ◽  
The Impact

The purpose of this paper is to study how companies communicate their corporate social responsibility (CSR) practices on their Facebook pages, and it also investigates the impact of this content type on consumer engagement behaviours. Based on content analysis of the biggest twenty corporate Facebook pages in Egypt, it was found that these companies focus on non-CSR posts more than CSR posts. However, the findings showed that the CSR posts received the highest number of likes, comments and shares if compared to other content types. This article provides social media managers with some guidelines for effective posting strategies when adopting Facebook marketing. Specifically, it recommends that corporations use this social network to communicate CSR practices to consumers. Since the adoption of Facebook in CSR activities by many corporations is a relatively new practice, this article provides practitioners with some guidelines to follow.

scholarly journals Corporate Social Responsibility Disclosure: Responding to Investors’ Criticism on Social Media

2021 ◽  
Vol 18 (14) ◽  
pp. 7396
Author(s):  
Yuming Zhang ◽  
Fan Yang
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Issues ◽  
Media Criticism ◽  
Csr Communication ◽  
Depth Analysis ◽  
Csr Disclosure ◽  
Corporate Social ◽  
The Impact

Companies use corporate social responsibility (CSR) disclosures to communicate their social and environmental policies, practices, and performance to stakeholders. Although the determinants and outcomes of CSR activities are well understood, we know little about how companies use CSR communication to manage a crisis. The few relevant CSR studies have focused on the pressure on corporations exerted by governments, customers, the media, or the public. Although investors have a significant influence on firm value, this stakeholder group has been neglected in research on CSR disclosure. Grounded in legitimacy theory and agency theory, this study uses a sample of Chinese public companies listed on the Shanghai Stock Exchange to investigate CSR disclosure in response to social media criticism posted by investors. The empirical findings show that investors’ social media criticism not only motivates companies to disclose their CSR activities but also increases the substantiveness of their CSR reports, demonstrating that companies’ CSR communication in response to a crisis is substantive rather than merely symbolic. We also find that the impact of social media criticism on CSR disclosure is heterogeneous. Non-state-owned enterprises, companies in regions with high levels of environmental regulations, and companies in regions with local government concern about social issues are most likely to disclose CSR information and report substantive CSR activities. We provide an in-depth analysis of corporate CSR strategies for crisis management and show that crises initiated by investors on social media provide opportunities for corporations to improve their CSR engagement.

Social Media Policies: Implications for Contemporary Notions of Corporate Social Responsibility

2015 ◽  
Vol 142 (3) ◽  
pp. 413-436 ◽  
Author(s):  
Cynthia Stohl ◽  
Michael Etter ◽  
Scott Banghart ◽  
DaJung Woo
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Corporate Social

scholarly journals Determinant of The Corporate Social Responsibility Disclosure: Evidence of Indonesian Manufacturing Companies

2021 ◽  
Vol 16 (1) ◽  
pp. 71
Author(s):  
Arfan Ikhsan ◽  
Nurlaila Nurlaila ◽  
Herkulanus Bambang Suprasto ◽  
Febi Yanti Batubara
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Sampling Method ◽  
Manufacturing Companies ◽  
Ceo Power ◽  
Board Capital ◽  
Research Findings ◽  
The Subject ◽  
Csr Disclosure ◽  
Corporate Social

Following the necessity to provide transparent information on social activities, corporate social responsibility (CSR) disclosure is important for companies in Indonesia. This study aims to examine and analyze the effect of information ofCEO Power (CEOP), Board Capital (BCAPDUM), Media Disclosure (PMED), and Profitability (ROA) on CSR. This research usedmanufacturing companies listed on the IDX in 2016 as the subject. Using thepurposive sampling method, 26 companies were selected as the research sample. Research findings showed thatCEOP, PMED, and ROA haveastatistical effect on CSR disclosure, whereas BCAPDUM has no effect on CSR disclosure. Therefore, CEOP, PMED, and ROA have a positive and significant effect on CSR disclosure. Keywords:   CEO Power, Board Capital, Media Disclosure, Profitability, CSR

scholarly journals Institutionalising a Withering Sense in Corporate Social Responsibility

2020 ◽  
Vol 10 (1) ◽  
pp. 54
Author(s):  
Tan Seng Teck ◽  
Selvamalar Ayadurai ◽  
William Chua ◽  
Tan Peng Liang ◽  
Nanthakumar Karuppiah
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Economic Performance ◽  
Research Paper ◽  
Legal Obligations ◽  
Research Findings ◽  
Divine Origin ◽  
Sustainability Reports ◽  
Corporate Social

Studies and writings on corporate social responsibility turned a full cycle with much ink spilled on this topic. From the inception of a divine origin, corporate social responsibility has now become a flamboyant display of numbers and statistics which corporations proudly present them to fulfil their legal obligations. It is ironic that a divine understanding of corporate social responsibility has now transpired to be a complex calculus of statistical tabulations, too often exhibited in annual and sustainability reports. Organisations become grossly mesmerised with the grandiosity of exceeding the prerequisites of ecological, environmental, social and economic performance supported by undisputable, verifiable and measurable data. Corporate social responsibility has become senseless and meaningless. This is not a research paper nor does it entail the rudiments of any research findings. Conversely, this paper alerts and perhaps cautions corporate social responsibility practitioners on the perils of their overarching emphasis on positivism. Corporate social responsibility cannot be quantified merely in numbers but on the contrary, it should involve truthful, honest and transparent dialectic communication with the stakeholders. Many corporations deceived and some still facing the remnants of their mistakes. The Volkswagen ‘diesel dupe’ crisis and Johnson & Johnson’s baby talc powder scandals are reminders of the same. This paper is a solemn reminder that corporations must be ‘awakened’ so that ethics is grounded to its core and not merely in the cosmetic forms of presentable statistics.

scholarly journals Social Media Marketing Effects On Corporate Social Responsibility

2013 ◽  
Vol 12 (1) ◽  
pp. 61 ◽  
Author(s):  
Christina B. Curley ◽  
Nadia Abgrab Noormohamed
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Strategic Plan ◽  
Social Media Marketing ◽  
Socially Responsible ◽  
Innovative Methods ◽  
Corporate Social ◽  
Serving Society

Todays customers are marketing representatives, product designers, intimate and privileged friends of the company, and de facto managers sitting in at a corporate retreat; they are major stakeholders who bring the concept of corporate social responsibility to the forefront. Since sustainability, connection with community and serving society are expectations consumers require from companies from which they buy, work, and invest; companies must continually look for innovative methods to communicate their alignment of socially responsible policies into their strategic plan. While such concepts are rooted in a collaborative mission, social media marketing is a natural platform for cultivating and instilling such corporate messages.

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