Perceived authenticity and corporate legitimacy of Internet portal CSR activities: focused on Korean Naver user

Kwak, Kyu Tae; Lee, Seung Yeop; Song, You Jin; Lee, Sang Woo

doi:10.1080/1369118x.2022.2041699

Cited by 3 publications

(2 citation statements)

References 44 publications

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“…In the context of new retail platforms, consumers are a critical stakeholder group from whom legitimacy must be obtained. Drawing on existing literature on consumer decision-making ( Pollack et al, 2012 ; Maier et al, 2021 ; Kwak et al, 2022 ; Lortie et al, 2022 ; Li et al, 2022a ), it is suggested that consumers’ perception of legitimacy may significantly influence the impact of a new platform’s promotional activities on consumer behavior.…”

Section: Theory Development and Hypothesismentioning

confidence: 99%

The effect of new e-commerce platform’s OSC promotion on consumer cognition: from cognitive legitimacy and cognitive psychology perspective

Yu,

Wei,

Xuefeng

et al. 2024

Front. Hum. Neurosci.

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IntroductionIn the realm of emerging e-commerce platforms, the influence of online shopping events, specifically online carnival promotions (OSC), on consumer behavior is a significant area of interest.This paper delves into the effects of such promotions on consumer perceptions, a topic that has not been extensively explored in academic research.MethodsTo investigate this phenomenon, two distinct studies were conducted. The first study employed a questionnaire-based experiment involving 220 participants, divided into two groups. The first study examined the mediating role of cognitive legitimacy in the relationship between OSC events organized by new e-commerce platforms and the perceptions of consumers. The second study utilized an event-related potentials (ERPs) experiment with 33 participants to explore the differences in consumer perceptions between OSC promotions and general promotions by new e-commerce platforms. This study measured the brain’s response to promotional stimuli to gain insights into the cognitive processes involved.ResultsThe first study yielded results that suggest OSC activities can facilitate the establishment of cognitive legitimacy for new e-commerce platforms. This, in turn, was found to be associated with an increase in positive purchase intentions among consumers. In the second study, the ERPs data indicated that exposure to OSC promotional materials elicited larger P2 and N2 ERP components when participants were presented with the logo of a new e-commerce platform. This was in contrast to the response to general promotional materials, suggesting a heightened cognitive and perceptual engagement with OSC promotions.DiscussionThe findings from both studies collectively imply that OSC promotions have a distinct impact on consumer perceptions and cognitive processes. The implicit memory triggered by these promotions appears to influence the identification of new platforms and the mechanisms of cognitive control during online shopping. This, in turn, may have implications for explicit consumer behavior, suggesting that OSC promotions could be a powerful tool for shaping consumer attitudes and behaviors in the e-commerce space. The results underscore the importance of understanding the nuances of consumer engagement with new e-commerce platforms and the role of promotional strategies in fostering a positive brand image and consumer loyalty.

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Section: Theory Development and Hypothesismentioning

confidence: 99%

The effect of new e-commerce platform’s OSC promotion on consumer cognition: from cognitive legitimacy and cognitive psychology perspective

Yu,

Wei,

Xuefeng

et al. 2024

Front. Hum. Neurosci.

View full text Add to dashboard Cite

show abstract

“…Corporate philanthropy evokes empathy about recognizing and solving social problems with the goal of benefitting society and stakeholders by resolving environmental problems (Muller, Pfarrer, & Little, 2014). Based on information about the company's motives, details of philanthropic activities, and methods of corporate philanthropy, people judge the authenticity of the company's philanthropic efforts (Kwak, Lee, Song, & Lee, 2022). Another factor that moderates consumers' acceptance of corporate philanthropic activities is value congruence, which refers to how consumers feel regarding whether they are in congruence with the company's character and values (Jeong, Kang, & Choi, 2022).…”

Section: Relationship Of Factors Contributing To Consumers' Perceptio...mentioning

confidence: 99%

The Effects of Corporate Philanthropy Communication Perception Variables on Brand Equity and Consumer Loyalty

Han¹

2023

Bus. Commun. Res. Pract.

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Objectives: This study aims to verify how the factors contributing to consumers' perceptions of corporate philanthropy affect brand equity and consumer loyalty mediated by consumer-company identification and trust. This study set the direction for strategies of philanthropic activities among South Korean companies based on a survey of their CSR and philanthropic activities. It validated hypothetical model among factors contributing to consumers' perceptions of corporate philanthropy, corporate motivational factors, and performance factors such as brand equity and consumer loyalty. Methods: Data were collected through an online survey. A total 390 questionnaire responses were used in the analysis, along with the demographic characteristics of the respondents. This study used the bootstrap method to analyze the direct and indirect effects and the total effects size of the correction model. Results:The results showed that the effects of factors contributing to consumers' perceptions of corporate philanthropy on consumer loyalty through consumer-company identification, consumer trust and brand equity were statistically significant. Consumer perception of transparency had a significant indirect effect on consumer trust mediated by consumer-company identification. Conclusions:The factors contributing to consumers' perceptions regarding corporate philanthropy such as consumer perception of transparency, authenticity and value congruence of corporate philanthropy had a statistically positive effects on consumer-company identification.

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The role of service quality in enhancing brand authenticity through the moderation effect of corporate social responsibility (CSR)

Ghaffar

Islam

Kincl

et al. 2023

Journal of Global Scholars of Marketing Science

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Perceived authenticity and corporate legitimacy of Internet portal CSR activities: focused on Korean Naver user

Cited by 3 publications

References 44 publications

The effect of new e-commerce platform’s OSC promotion on consumer cognition: from cognitive legitimacy and cognitive psychology perspective

The effect of new e-commerce platform’s OSC promotion on consumer cognition: from cognitive legitimacy and cognitive psychology perspective

The Effects of Corporate Philanthropy Communication Perception Variables on Brand Equity and Consumer Loyalty

The role of service quality in enhancing brand authenticity through the moderation effect of corporate social responsibility (CSR)

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