Restaurant chain’s corporate social responsibility messages on social networking sites: The role of social distance

The coevolutionary process of restaurant CSR in the time of mega disruption

“…In other words, this study advances the current knowledge of CSR ( Farrington et al, 2017 ; Rhou and Singal, 2020 e.g., Serra-Cantallops et al, 2018 ) by taking a process view to assess the evolving course of actions undertaken to address the weakening of stakeholders at different time periods. That is, rather than taking the conventional static view of CSR that is based on cross-sectional design (e.g., Kim and Kim, 2014 ; Sung et al, 2020 ; Wong and Gao, 2014 ; Youn et al, 2015 ), this research takes a longitudinal approach to juxtapose changes of CSR focus along with the urgent needs of major stakeholders. This dynamic view of CSR adds new nuances to the existing literature by showcasing the time-dependent nature of CSR in delivering its best efforts to expedite resources to areas that are needed the most.…”

“…We believe that these initiatives will pay out in the long run as good deeds to the society and humanity, commensurate with a broader sense of social responsibility. They have been demonstrated as effective means to build goodwill, engagement, preference, and loyalty (e.g., Jeon et al, 2020 ; Kucukusta et al, 2019 ; Sung et al, 2020 ). Despite restaurants continuing to face uncertainty, with curtailed consumer spending especially in the face of a resurgence of the virus in June and July – which may reinitiate city lockdown and stay-at-home orders – those who invest in CSR to keep the industry afloat and the society sustainable will be in consumers’ daily conversation and hence, will eventually prevail.…”

“…In other words, “effective communication is critical for shaping franchisees’ trust in the franchisor and that trust affects franchisees ‘overall satisfaction with the franchisor’” ( Lee et al, 2016, p. 52 ). Sung et al (2020) investigated diners’ perception of CSR messages in the restaurant setting and revealed a salient role of such messages on consumer evaluations of the restaurant’s trust, expertise, and brand equity.…”

“…There is a plethora of research on CSR, most of which conceptualize it as an event or a cause/consequence ( Rhou and Singal, 2020 ; Serra- Cantallops et al, 2018). This line of inquiry primarily focuses on dimensions of CSR and its stakeholders ( Farrington et al, 2017 ; Kim and Kim, 2014 ), CSR reporting, and the nomological network of CSR such as its impacts on employees ( Tsai et al, 2012 ; Wong and Gao, 2014 ), consumers ( Jeon et al, 2020 ; Sung et al, 2020 ), and organizations ( De Grosbois, 2012 ; Holcomb et al, 2007 ). This traditional static view of social responsibility is necessary as it builds the core foundation for future inquiries.…”

Social Networking Service as a Marketing Technology Tool and Sustainable Business in the Lodging Industry: Investigating the Difference across Older and Younger Age Groups among Tourists

“…According to [6], 46% of hotel guests were found to link social media activity, such as a post about a hotel, to an automatic reward [6]. Due to these characteristics of global social interconnections [5], SNSs are becoming a core marketing/promotion tool in the hospitality and tourism industry [4,7,8]. Through customers' SNS engagement, emotional attachment and trust are believed to be formed, which positively affect brand loyalty [9].…”