Research streams in corporate social responsibility literature: a bibliometric analysis

Corporate social responsibility (CSR) research is heterogeneous and still fragmented. In its interdisciplinary setting, researchers focus on different CSR aspects, secondary concepts and themes. The lack of a unifying paradigm indicates that the CSR literature should be summarized and classified. This study’s systematic overview of CSR research provides such a classification. Previous conceptualizations of CSR research mapped the literature from individual authors’ perspective, rendering different and partly inconsistent classifications. Using bibliometric methods, this paper offers an objective overview. We analyze the references of 1902 CSR journal articles by bibliometric techniques as (co-)citation, core/periphery, factor, and network analyses. By doing that, we provide an overview of the CSR research core, identify different research streams, describe their main publications’ topics and recent developments, and make suggestions to inspire future research in and across research streams. Our results show the increased relevance of formerly niche research streams, such as employee-oriented CSR research, or research on consumer skepticism. Among others, process-oriented and micro-level research, critical approaches, and mergers between themes from various research fields offer a wide scope for further research.

An empirical analysis of the moderating effect of consumer skepticism between social value orientations and green advertising effectiveness

Purpose The purpose of this study is to add a reliable factor that can contribute theoretically and methodologically to explain prosocial and proself behaviors. The study also signifies that green advertising approaches enable the consumer to develop an intention for green purchases. The basic idea is to investigate consumer social orientations and align them with green advertising initiatives to elicit the desired response as green purchase to manifest environmentally conscious behavior. Design/methodology/approach The empirical analysis is based on data collection through questionnaires. Data is analyzed through structural equation modeling to assess the relationship of constructs. Findings The results of the study are empirically drawn through the measurement of relationships among consumer skepticism and the effectiveness of green advertising initiatives. Mediation of proself and prosocial orientation exists for public self-awareness but does not exist for benefit distance. Consumer skepticism moderates the relationship between prosocial orientation and green advertising effectiveness (GAE) but has no moderation between proself orientation and GAE. Originality/value The limitation of conventional prosocial theory does not explain the environmental behaviors driven by proself orientations. Hence, the addition of factors such as public awareness and social benefit distance coupled with signaling theory with foundations on theory of planned behavior and norm activation model to explain environmental conservation add an element of originality to the existing literature. Contribution to Impact The contribution of this study is the incorporation of social orientations as the antecedent for consumer behavior in an environmental context particularly as a response to green advertising initiatives to purchase green products. The use of theory of planned behavior in conjunction with the norm activation model and signaling theory adds to the literary bank.

Study of Consumer Brand Following Intention on Instagram

The research, based on uses and gratifications theory, identifies consumer motivation and factors that influence consumers' intention to follow brands on the social media platform of Instagram. Accordingly, this study empirically examines the role of need for self-enhancement, the need for entertainment, and deal-seeking behaviour on the intention to follow brands on Instagram. Further, the study investigates the mediation of social media usage behaviour for consumption decisions on eliciting brand following behaviour. Moderation of consumer skepticism on the relationship of deal-seeking behaviour, and intention to follow brands is also investigated. Findings reveal a significant direct effect of need for self-enhancement, need for entertainment, and deal-seeking behaviour on intention to follow brands. Indirect effect of social media usage behaviour for consumption decisions was also significant; however, moderation of consumer skepticism was not found to be significant. The study will help marketers create engaging content that enables consumer-brand interactions.

Don’t Jump on the Bandwagon: Negative Effects of Sharewashing

Access-based service usage, or simply “sharing”, is an emerging consumption trend many companies pursue. As various firms seek to exploit this trend, however, consumers might not perceive these companies’ services to be adequate, especially if they misleadingly present traditional marketplace exchanges (e.g., car renting) as sharing. This paper explores potential consequences of such forms of deceptive communication. Drawing on the concept of greenwashing and on consumer skepticism research, we introduce the concept of sharewashing, which we define as misleading communication that erroneously asserts a firm’s offer as part of the sharing economy. To identify the underlying mechanism as well as the consequences of these deceptive practices, this research refers to three experimental studies. The results reveal negative effects of sharewashing on subsequent usage intentions, compared to both sharing and renting offers. Consumer skepticism mediates the effect between the type of offering and usage intention when a sharing offer is compared to a sharewashing offer, and it leads to lower perceived attractiveness and decreasing recipients’ information seeking tendencies regarding the sharewashing offer. However, this mechanism does not hold true if a rental offer is compared to a sharewashing offer, which indicates a different underlying mechanism. From the findings we derive several implications for companies and propose future research directions.

EXPRESS: A Bad Job of Doing Good: Does Corporate Transparency on a Country and Company Level Moderate Corporate Social Responsibility Effectiveness?

Numerous studies argue that corporate social responsibility (CSR) helps companies build strong and positive relationships with consumers. However, it is not well understood why certain companies are more effective in their CSR activities than others. Some studies have attributed this difference to the country setting, but results are inconclusive. Building on signaling theory, this study explores corporate transparency as a boundary condition of the effects of CSR activities on the consumer–brand relationship. Three experiments and one large survey across three countries examine how a lack of corporate transparency undermines firms’ CSR efforts. Importantly, the authors theorize that the environment of countries differs in terms of transparency, which is then reflected in different levels of corporate transparency. Different country levels of transparency help explain the discrepancies of CSR effectiveness for increasing brand attachment and building consumer behavior. Finally, the authors tie the diminishing effect of CSR in the case of low corporate transparency to an increase in consumer skepticism.

The antecedents and consequences of CSR skepticism: An integrated framwork.

Corporate Social Responsibility (CSR) skepticism is examined in marketing literature, but the understanding of its role in the domain of CSR is lacking. Previous studies revealed that consumers compensate for the companies that engage in CSR activities, but the level of CSR skepticism inhibits the success of CSR programs. This paper describes the antecedents and consequences of CSR skepticism. The antecedents conclude the motives that affect the level of consumer skepticism about CSR programs, while the consequences examined the relationships between CSR skepticism and some outcome variables through two broad dimensions; the companies and consumer behaviors. The results have demonstrated the expected direction force of the motives on CSR skepticism, and the expected consequences of CSR skepticism on both the companies and the consumer behaviors. The findings have indicated that it is not sufficient for a company to solely engage in CSR, but they must also take into account the level or extent of CSR skepticism. This paper contributes to the literature by examining the antecedents and consequences of CSR skepticism, by integrating a framework of research on an important topic, and by offering broad paths for further research.

Straight eye for the queer ad: attitudes, skepticism, inferences of manipulative intent and willingness to buy

PurposeThis study aims to provide a conceptual framework to investigate the effects of consumer attitudes toward brands and attitudes toward a series of fashion oriented print advertisements with and without homosexual themes, on consumer willingness to buy from brands. The influence of consumer skepticism and inferences of manipulative intent (IMI) as moderators between these variables is also investigated. This study also closes various research gaps identified within the literature.Design/methodology/approachA self-administered survey instrument was designed using established scales to collect data through an online questionnaire. Fashion advertisements namely one advertisement representing homosexual content and one heterosexual advertisement were used in the study within subjects (e.g. male and female) design. Statistical techniques, specifically factor analysis, regressions and multiple regressions are used to analyze the data.FindingsThe findings indicate significant and positive relationships between attitude toward the brand and advertisement as well as willingness to buy for both males and females. The moderation analyses noted that consumer skepticism enhanced the relationship between attitude toward the brand and attitude toward the advertisement, but weakened the relationship between attitude toward the advertisement and willingness to buy, only for the female cohort. Similarly, a weakening effect of IMI was noted on the relationship between attitude toward the advertisement and willingness to buy.Research limitations/implicationsThe current study contributes to the literature on homosexual imagery in advertising. In applying the persuasion knowledge model, the current study demonstrates the applicability of the model to homosexual themes in fashion advertising while accounting for the effects of consumer skepticism and IMI.Practical implicationsThe current research highlights the importance of accounting for gender differences when introducing homosexual themes in fashion advertisements. Heterosexual males and females differ in their attitudes toward homosexual themes in fashion advertising, as well as how skeptical they are with regards to the motives of the advertiser. While a great deal of acceptance is already present in today's society, these differences still need to be accounted for in future fashion advertising campaigns.Originality/valueThe present study represents an examination of consumer responses to a series of fashion advertisements in Australia and provides useful implications to marketers of fashion products. The study further contributes to the literature on consumer skepticism and IMI with regards to cause-related advertising.