As companies rely on social media to communicate corporate social responsibility (CSR), the need to understand the implications of using this channel grows. This study explored such implications in the context of food retailers' CSR. Drawing on attribution theory, it adopts a mixed method approach to explain how social media communication shapes CSR attributions and influences consumers' scepticism towards CSR. Results identify company-generated social media communication as an important antecedent of CSR attributions. It finds that attributions play a key role in determining the extent to which consumers interact with usergenerated content (UGC), influencing whether it shapes their scepticism. The study offers several implications for academics and practitioners, extending current theoretical arguments related to the use of social media for CSR communication.
Social media is increasingly used to communicate corporate social responsibility (CSR). Stakeholders respond to CSR messages with user-generated content (UGC), signalling approval or disapproval, potentially shaping consumers' perceived legitimacy and scepticism towards CSR. Few studies have explored how UGC shapes these consumer responses. In the context of the UK food retail industry, this study explored what makes UGC more or less believed than company-generated CSR communication on social media. Through qualitative inquiry, the study identified that unique characteristics of social media, such as systemgenerated cues, lead UGC to be more believed than company-generated content, shaping perceived legitimacy. The study indicates the risks of communicating CSR through social media may be greater than previously suggested. It identifies recipient-related conditions under which these risks can be minimised. Summary statement of contribution By adopting a legitimacy theory perspective, this study contributes to knowledge by empirically identifying what makes UGC more/less believed when it co-exists with companygenerated content about CSR. Through this, we contribute to understanding the factors that shape consumer perceptions of UGC in the formation of perceived legitimacy and scepticism towards CSR. It identifies recipient-related conditions under which UGC influences scepticism. The study contributes to practice in identifying how managers can minimise scepticism towards their CSR.
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