The effect of corporate social responsibility content on consumer engagement behaviours on Facebook brand pages in Egypt

Gaber, Hazem Rasheed; Elsamadicy, Ahmed

doi:10.1362/147539220x16003502334253

Cited by 4 publications

(2 citation statements)

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“…Consumer perceptions of companies’ CSR initiatives have been shown to influence a wide range of consumer behavior outcomes such as engagement, repeat purchases and citizenship behavior (Ahn and Kwon, 2020; Gaber and Elsamadicy, 2020). Because CSR programs have been shown to strengthen key managerially relevant outcomes, it can be argued that brand CSR activities can also trigger emotional attachment, which is defined as a consumer’s strong emotional connection with a brand that the consumer considers to be a part of their self-concept (Shimul, 2022).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Do all brand CSR initiatives make consumers happy? The role of CSR-brand (mis)fit and sense of relatedness

Gilal

Martinez

et al. 2023

JPBM

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Purpose This paper aims to explore whether brand corporate social responsibility (CSR) initiatives increase consumers’ happiness via a mediating mechanism of emotional brand attachment and to examine how brand CSR’s effect may be moderated by CSR fit (e.g. CSR-brand fit vs misfit) and sense of relatedness (e.g. low vs high). Design/methodology/approach A series of six studies (including the one that is available online), combining field and experimental data, were conducted to test the hypothesized relationships. Findings Results support the hypothesis that brand CSR initiatives make consumers happy by increasing their attachment to the brand (Studies 1 and 2). This effect is strengthened both directly and indirectly through emotional attachment when brands engage in CSR fit activities (Study 3), but it is weakened when brands engage in CSR misfit activities (Study 4). Furthermore, the effect is more pronounced when brands choose CSR activities that have a high sense of relatedness, and it is eliminated when brands use CSR activities with a low sense of relatedness (Study 5). Finally, the results indicate that when brand CSR programs make consumers happy, they become more likely to purchase, spread positive word of mouth and pay a premium (Study 6). Originality/value This research has several major implications for business-to-consumer companies that are unsure about the value of brand CSR initiatives, want to make consumers happy but are unsure which CSR strategies to focus on and/or have decided to launch CSR initiatives but lack guidance on the specific strategies relevant to their desired performance outcomes.

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Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Do all brand CSR initiatives make consumers happy? The role of CSR-brand (mis)fit and sense of relatedness

Gilal

Martinez

et al. 2023

JPBM

View full text Add to dashboard Cite

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“…The questionnaire was designed from five main sections Section 1: Demographics )optional) The questions were prepared based on the previous studies of corporate image (Ali et al, 2020;Brucal et al, 2022), telecommunications corporations (Abd-Elrahman et al, 2020;Abd-Elrahman, 2018;El-Borsaly and Hassan, 2020;Mawgoud and Ali, 2020;and Omar, 2020), and impression management on social networking pages (Gaber and Elsamadicy 2020;Gaber et al, 2021;Lee and Jang, 2019;Oh and LaRose, 2016).…”

Section: Questionnaire Designmentioning

confidence: 99%

Building corporate image through social media: role of impression management

Aly Hussien Aly Abdou

2023

JESI

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The study investigated impression and corporate image management through a qualitative analysis that included three social networking platforms (Instagram, Twitter, and Facebook). Four hundred-seven users of Egyptian telecommunications services participated. They used four service providers: Telecom Egypt, Vodafone, Orange, and Etisalat Misr. Primary data was collected during January -March 2023. According to the statistical analysis, there is a difference in impression management practices and corporate image creation in the Egyptian telecommunication industry. The author revealed the contribution of social media platforms to building corporate image via impression management. The change in impression management explains 74.3% of the difference in the corporate image. A study of the effective contribution of social media platforms to the company's image-building reveals the differences in platform user characteristics. The study's limitation was one country's and one industry's scope. Therefore it is suggested to re-test raised hypotheses in other countries and industries.

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Social Media Platforms and User Engagement: A Multi-Platform Study on One-way Firm Sustainability Communication

Jha

Verma

2023

Inf Syst Front

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There have been multiple research studies in recent days that have analyzed the growing role of social media in firms’ communication strategy as well as the role of social media in shaping a firm’s reputation. However, most of these studies focus on one of the multiple social media platforms that firms use. In this study, we argue that there are nuances in firms’ social media communication strategies depending on the platforms. Given the rising importance of sustainability, we focus on firms’ sustainability-related communication. We analyze the impact of firms’ one-way sustainability communication over Twitter and Facebook on the respective platforms’ user engagement. The engagement has been computed as likes and shares (likes and retweets) over the firm generated one-way sustainability communication-related posts. Using a panel dataset of a 3-year period for S&P 500 firms having active social media profiles on both platforms, we demonstrate the difference in the firms’ sustainability communication on the two platforms. We also find evidence that users on both platforms have different preferences, such as messaging from firms. Using a differential metric in our analysis helps us counter the firm-level fixed effects. We find evidence suggesting that firms would do well by having different strategies for different platforms. Firms would benefit by focusing on sustainability relevant and bite-sized content on Twitter, but more positive and engaging content on Facebook.

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The effect of corporate social responsibility content on consumer engagement behaviours on Facebook brand pages in Egypt

Cited by 4 publications

References 0 publications

Do all brand CSR initiatives make consumers happy? The role of CSR-brand (mis)fit and sense of relatedness

Do all brand CSR initiatives make consumers happy? The role of CSR-brand (mis)fit and sense of relatedness

Building corporate image through social media: role of impression management

Social Media Platforms and User Engagement: A Multi-Platform Study on One-way Firm Sustainability Communication

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