CSR Information Disclosure Via Social Media: Cognitive, Affective, and Behavior Responses

Date
2016-05
Authors
Hazel, Desiree M.
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Abstract
Social media has become an integral part of the way businesses communicate and increase their engagement with consumers while corporate social responsibility (CSR) has become an increasingly important area of interest within companies, especially in the fashion industry. However, limited research exists on CSR information communicated through social media and its effect on consumers’ cognitive and affective, attitudes, and behavior intentions. The current study sought to fill the gap by examining CSR information delivered through social media and its influence on the relationships of CSR information substantiality, corporate ethicality, corporate trustworthiness, corporate affect, corporate purchase intention, and corporate S-WOM intention. A conceptual model was developed based on the Hierarchy of Effects theoretical framework. An online survey with 340 participants, screened for social media usage and unfamiliarity to the Everlane brand, measured the hypothesized relationships using CSR communication taken from the Everlane brand social media sites. Simple regression analyses showed that all hypothesized relationships were positively predicted while supplementary multiple regression analyses revealed positive predictability with the constructs in their respective HOE stages. This suggests consumers are more likely to develop positive cognitive and affective perceptions as well as behavioral intentions toward corporations that communicate their CSR practices via social media. Theoretical and practical implications are also discussed
Description
Keywords
CSR, Social media, HOE, Disclosure, Cognitive, Affective, Conative, CSR information substantiality
Citation
Hazel, D. M. (2016). <i>CSR information disclosure via social media: Cognitive, affective, and behavior responses</i> (Unpublished thesis). Texas State University, San Marcos, Texas.