Corporate social responsibility effects on social network sites

Hyun Ju Jeong, Hye Jin Paek, Mira Lee

Research output: Contribution to journalArticlepeer-review

52 Scopus citations

Abstract

This online experiment investigates how marketers could maximize favorable consumer responses to brand pages on social network sites (SNSs) through the strategic use of corporate social responsibility (CSR). Two types of CSR, cause-related marketing (CRM) and cause sponsorship (CS), and the control group (control) are compared. The results reveal the following major findings: (1) CRM leads to the greatest consumer intention to join the SNS brand page, followed by CS and control; (2) CRM results in the greater intention to invite friends to the brand page than either CS or control; (3) such effects of CSR are mediated by the consumer expectancy to be seen as favorable; and (4) the effect of CSR on the intention to join is moderated by the type of brand, but not the type of self-friend gender composition. The study provides a theoretical discussion and practical implications.

Original languageEnglish
Pages (from-to)1889-1895
Number of pages7
JournalJournal of Business Research
Volume66
Issue number10
DOIs
StatePublished - Oct 2013

Keywords

  • Cause sponsorship
  • Cause-related marketing
  • Corporate social responsibility
  • Impression management
  • Social network sites

ASJC Scopus subject areas

  • Marketing

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