The cause effect: the impact of corporate social responsibility advertising on cause consumer engagement behavior after brand affiliation ceases

Holiday, Steven; Hayes, Jameson L.; Britt, Brian C.; Lyu, Yuanwei

doi:10.1080/02650487.2020.1769408

Cited by 28 publications

(21 citation statements)

References 62 publications

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“…First, social media make it easier for consumers to learn about how corporations behave and enable interested consumers to share, cocreate, and evaluate CSR information with one another. Consequently, corporations increasingly put their CSR engagement front and center on their marketing efforts to tie their brand purpose and value to CSR (Holiday et al, 2020; Willens, 2020). Second, corporations have increasingly collaborated with social media influencers (SMIs) in CSR communication to promote their CSR initiatives on social media (Kesavan et al, 2013).…”

mentioning

confidence: 99%

Social Media Influencers in CSR Endorsement: The Effect of Consumer Mimicry on CSR Behaviors and Consumer Relationships

Cheng

Chen

Hung‐Baesecke

2021

Social Science Computer Review

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Corporate social responsibility (CSR) has become a global norm for organizations to observe. In today’s shifting media landscape, social media influencers (SMIs) have become central actors in social-mediated CSR communication, connecting organizations and stakeholders by endorsing organizational CSR initiatives through self-generated messages. This study aimed to investigate how SMIs succeeded in creating positive behavioral and relational outcomes among consumers through the use of social media in the context of CSR communication. Data from a survey of 592 participants in the United States indicated that SMIs’ trustworthiness, expertise, uniqueness, and originality contributed to creating a desire in target consumers to emulate the SMIs who had endorsed a CSR initiative on Twitter. Consumers’ desire to do so drove their engagement in the CSR initiative directly, and indirectly did so through attribution of an altruistic motivation to the CSR initiative. Moreover, the target consumers’ CSR engagement and altruistic attribution further fostered their relationships with the corporation performing the CSR initiative. Theoretical and practical implications were discussed.

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mentioning

confidence: 99%

Social Media Influencers in CSR Endorsement: The Effect of Consumer Mimicry on CSR Behaviors and Consumer Relationships

Cheng

Chen

Hung‐Baesecke

2021

Social Science Computer Review

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“…Finalmente, el apoyo de celebridades e influencers es determinante para la efectividad de las campañas de marketing social (Holiday et al, 2020), así como para promover la concienciación (McKeown y Shearer, 2019). Para tal fin, el uso de diferentes canales es apropiado, junto con los medios sociales, así como la repetición de los mensajes a lo largo del tiempo (Young et al, 2018) (Tabla 3).…”

Section: Oportunidades Para La Comunicación De La Responsabilidad Social Corporativaunclassified

“…Las conversaciones de usuarios sobre las actividades de RSC impactan positivamente en la intención de compra debido al aumento de identificación con la marca (Chu y Chen, 2019) Los mensajes de RSC percibidos como relevantes tienen un impacto positivo en la confianza de marca, intención de compra y eWOM (Bedard y Tolmie, 2018;Hazel y Kang, 2018) Celebridades e influencers son esenciales para promover el reconocimiento de marca (Holiday et al, 2020;McKeown y Shearer, 2019) y las obliga a mejorar frente a la competencia (Balasubramanian, Fang y Yang, 2020). Sin embargo, hay una serie de barreras que implican muchas preguntas.…”

Section: Aumento De Engagementunclassified

“…En cuanto al marketing, las investigaciones han demostrado que la responsabilidad social de las empresas es una fuente de mejora de reputación de la marca (Holiday et al, 2020;McKeown y Shearer, 2019) y que es una oportunidad para las empresas. Sin embargo, sigue sin estar claro cómo aumentar la intención de compra mediante la comunicación de la RSC.…”

Section: Aumento De Engagementunclassified

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Barreras y oportunidades para la comunicación de la responsabilidad social en redes sociales

Monfort

Iglesias

2021

Comunicación y Hombre

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El objetivo del artículo es realizar una revisión de la literatura sobre las barreras y oportunidades de la comunicación en redes sociales de los contenidos vinculados con la Responsabilidad Social Corporativa (RSC) y la gestión de la sostenibilidad. Para ello, se han seleccionado 466 artículos de Web of Science con palabras clave relacionadas con el objetivo. Para el análisis, solo se han tenido en cuenta aquellas publicaciones en revistas científicas y escritas en inglés. El número total de artículos analizados tras este filtro ha sido de 72. Los principales intereses de la RSC en redes sociales son: i) el diálogo de los stakeholders; ii) ganar credibilidad, legitimidad y reputación; iii) mejorar el engagement y iv) el impacto de comunicación de la RSC y la sostenibilidad en el marketing y el marketing social.

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“…Advertising in mobile social media can leverage the advantages of "mobile" [48] and "social" [49,50], but it also has limitations. One typical challenge associated with social media is the improper collection of personal information and search histories, which may lead to privacy concerns [12,22,23].…”

Section: Literature Review 21 Advertising Avoidance In Mobile Social Mediamentioning

confidence: 99%

Does Perceived Advertising Value Alleviate Advertising Avoidance in Mobile Social Media? Exploring Its Moderated Mediation Effects

Wei

Pearce

2021

Sustainability

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It is known that perceived intrusiveness and privacy concerns, mediated by irritation, indirectly affect advertising avoidance. This research attempts to verify the importance of perceived advertising value by investigating its moderated mediation effect on the links between those endogenous variables. The research model was empirically verified with data derived from 374 valid off-line responses. Analysis found that both perceived intrusiveness and privacy concerns increased irritation in using mobile social media. Irritation caused by perceived intrusiveness and privacy concerns had positive mediating effects on advertising avoidance. Ubiquity increased perceived intrusiveness and privacy concerns, whereas personalization reduced perceived intrusiveness. Customization increased perceived intrusiveness, whereas informativeness significantly reduced it. Social interaction increased privacy concerns, whereas social integration decreased them. The moderated mediation effect of perceived advertising value among women was negative. In the low-exposure group, a negative moderated mediation effect of perceived advertising value on the relationship between irritation and advertising avoidance was also found.

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The cause effect: the impact of corporate social responsibility advertising on cause consumer engagement behavior after brand affiliation ceases

Cited by 28 publications

References 62 publications

Social Media Influencers in CSR Endorsement: The Effect of Consumer Mimicry on CSR Behaviors and Consumer Relationships

Social Media Influencers in CSR Endorsement: The Effect of Consumer Mimicry on CSR Behaviors and Consumer Relationships

Barreras y oportunidades para la comunicación de la responsabilidad social en redes sociales

Does Perceived Advertising Value Alleviate Advertising Avoidance in Mobile Social Media? Exploring Its Moderated Mediation Effects

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