Journal of Retailing and Consumer Services最新文献_第7页

Endorsing alone or with humans: Investigating the impact of virtual influencers’ presentation formats on endorsement effectiveness 单独或与人类背书：调查虚拟网红的演示格式对背书有效性的影响

IF 11 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2025-02-03 DOI: 10.1016/j.jretconser.2025.104248

Guangkuan Deng , Jiayi Kang , Lijuan He , Ying Xu

{"title":"Endorsing alone or with humans: Investigating the impact of virtual influencers’ presentation formats on endorsement effectiveness","authors":"Guangkuan Deng , Jiayi Kang , Lijuan He , Ying Xu","doi":"10.1016/j.jretconser.2025.104248","DOIUrl":"10.1016/j.jretconser.2025.104248","url":null,"abstract":"<div><div>As virtual influencers (VIs) become increasingly prominent in digital marketing, identifying the most effective presentation formats is essential. This study investigates the impact of VI presentation formats on endorsement effectiveness. Through five comprehensive experiments, we find that co-endorsements with real influencers significantly enhance endorsement effectiveness compared to VIs endorsing alone, with perceived credibility serving as a mediator. Furthermore, the research reveals that sensory cues and future cues moderate these effects. Co-endorsements are more effective when proximal sensory cues (e.g., haptic and olfactory cues) are emphasized, while solo endorsements are as effective as co-endorsements when distal sensory cues (e.g., visual and auditory cues) are highlighted. Additionally, the presence of future cues in advertisements enhances the impact of solo endorsements, whereas their absence increases the effectiveness of co-endorsements. This research contributes to the literature by elucidating the mechanisms and boundary conditions through which VI presentation formats influence endorsement effectiveness. The findings provide actionable insights for marketers on optimizing VI endorsement strategies to maximize consumer engagement and brand impact.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104248"},"PeriodicalIF":11.0,"publicationDate":"2025-02-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143171763","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Behind the screens. Privacy and advertising preferences in VoD —the role of privacy concerns, persuasion knowledge, and experience 躲在屏幕后面。视频点播中的隐私和广告偏好——隐私关注、说服知识和经验的作用

IF 11 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2025-02-01 DOI: 10.1016/j.jretconser.2025.104233

Michał Paliński, Bartosz Jusypenko, Wojciech Hardy

{"title":"Behind the screens. Privacy and advertising preferences in VoD —the role of privacy concerns, persuasion knowledge, and experience","authors":"Michał Paliński, Bartosz Jusypenko, Wojciech Hardy","doi":"10.1016/j.jretconser.2025.104233","DOIUrl":"10.1016/j.jretconser.2025.104233","url":null,"abstract":"<div><div>This study explores stated preferences for privacy and advertising in the Video on Demand (VoD) context, focusing on Netflix subscribers in Poland. We investigate how privacy concerns, persuasion knowledge, and consumer experience affect these preferences. The study design involved a hypothetical regulatory scenario that mandated platforms to either guarantee minimal data usage or offer compensation for data sharing. Within a discrete choice experiment framework, study participants were presented with hypothetical scenarios and asked to choose between three types of subscription plans, varying in the extent of personal data sharing and ad support. Additionally, a treatment was introduced in which respondents interacted with a mock Netflix environment to enhance their recognition of data practices and increase familiarity with hypothetical outcomes through a simulated experience. Responses from 2087 participants were analyzed using hybrid choice modeling. The results reveal that users are sensitive to the disclosure of personal information in the context of VoD, yet they are open to accepting monetary compensation for a certain degree of sharing. Users with greater persuasion knowledge are more willing to exchange data for discounts, provided the plans do not include personalized ads. Conversely, users with higher privacy concerns prefer plans with minimal data sharing, even when discounts are offered. We observe direct effects of the treatment on both privacy valuation and advertising preferences, particularly regarding time, with the treatment group being significantly more sensitive to ad length. In addition, the treatment group exhibits reduced privacy concerns and no significant difference in persuasion knowledge. Our findings suggest that VoD providers could enhance user control over their data and emphasize transparency, aligning with the increasing reliance on data-driven business models.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104233"},"PeriodicalIF":11.0,"publicationDate":"2025-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143171761","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

“Planting” meat substitutes in the meat shelf: An online and two supermarket field experiments to explore the effect of placing meat substitutes next to meat 在肉类货架上“种植”肉类替代品：一个在线和两个超市现场实验，探索将肉类替代品放置在肉类旁边的效果

IF 11 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2025-01-31 DOI: 10.1016/j.jretconser.2025.104223

M. van der Meer , E.M. Schruff-Lim , M.C. Onwezen , A.R.H. Fischer

{"title":"“Planting” meat substitutes in the meat shelf: An online and two supermarket field experiments to explore the effect of placing meat substitutes next to meat","authors":"M. van der Meer , E.M. Schruff-Lim , M.C. Onwezen , A.R.H. Fischer","doi":"10.1016/j.jretconser.2025.104223","DOIUrl":"10.1016/j.jretconser.2025.104223","url":null,"abstract":"<div><div>Positioning of retail assortments is a powerful way to create a choice architecture that facilitates consumers’ sustainable product choices, for example the shift from animal-derived to plant-based proteins which benefits both planetary and public health. From the perspective of categorisation theory, we investigate whether changing choice architecture, specifically positioning meat substitutes in the meat shelf, increases purchases of meat substitutes and decreases meat sales, in two field experiments in two large supermarket chains in The Netherlands and a lab experiment. In field Study 1a, we positioned all meat substitutes in the meat shelf, which backfired and led to a decrease in meat substitute sales. In lab Study 1b, we explored the effect of merging meat substitutes into the meat shelf which shifted meat substitutes towards the meat category in the mind of consumers. In field Study 2, we placed a selection of meat substitutes in the meat shelf, while maintaining a separate vegetarian shelf. Positioning a selection of meat substitutes in the meat shelf led to an increase in meat substitute sales over the long term, especially amongst meat-eaters and flexitarians. However, meat sales did not decrease in both field studies. Maintaining a separate vegetarian shelf is important to keep serving meat reducers (i.e., vegans, vegetarians, and flexitarians). Altering choice architecture in the supermarket is an effective tool in enhancing sales of meat substitutes and sustainable alternatives in general.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104223"},"PeriodicalIF":11.0,"publicationDate":"2025-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170396","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

A new social media programme for brands? A study of the relationship between virtual influencers and brand followers 一个新的品牌社交媒体计划？虚拟网红与品牌追随者关系研究

IF 11 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2025-01-31 DOI: 10.1016/j.jretconser.2025.104241

Zhiwei Guo, Hongtao Yang, Wang Yang

{"title":"A new social media programme for brands? A study of the relationship between virtual influencers and brand followers","authors":"Zhiwei Guo, Hongtao Yang, Wang Yang","doi":"10.1016/j.jretconser.2025.104241","DOIUrl":"10.1016/j.jretconser.2025.104241","url":null,"abstract":"<div><div>The use of virtual influencers has become a crucial component of brand marketing strategies on social media platforms. This approach offers a novel form of marketing that enables deep engagement, high controllability, and cost-efficiency. Nevertheless, the phenomenon has not been sufficiently studied by researchers. To further examine the relationship between a brand's virtual influencers and its followers, we created a comprehensive dataset comprising 30,090 pieces of content posted by brands using virtual influencers on TikTok between September 1, 2023, and March 31, 2024. The findings of our study yield several important insights into the ways in which brands utilize virtual influencers. Firstly, previous studies have concentrated on the potential positive or negative effects of virtual influencers on their follower numbers. Our findings indicate that the impact of a brand's utilization of virtual influencers on its social media follower count does not adhere to a straightforward, linear trajectory. Instead, it exhibits an inverted U-shaped relationship. Secondly, user behavior acts as a mediator between brand virtual influencers and brand followers. Specifically, affected U-shaped relationship exists between brand virtual influencers and social media user engagement behaviors and user repost behaviors, which in turn affect the number of brand followers. Furthermore, it was determined that virtual influencer interaction behaviors moderated the inverted U-shaped relationship between virtual influencers and user engagement behaviors and user repost behaviors. This study innovatively incorporates the perspective of ‘the uncanny valley effect’ to reveal the complexities of the relationship between virtual influencers and brand followers and provides a comprehensive framework for brands to develop effective strategies utilizing virtual influencers.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104241"},"PeriodicalIF":11.0,"publicationDate":"2025-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170397","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Understanding user motivations for goal disclosure on social media: Structure, measurement and impact on goal attainment 了解用户在社交媒体上披露目标的动机：结构、测量和对目标实现的影响

IF 11 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2025-01-30 DOI: 10.1016/j.jretconser.2025.104246

Jian Li , Yanping Gong , Chunyan Chen , Qing Ouyang

{"title":"Understanding user motivations for goal disclosure on social media: Structure, measurement and impact on goal attainment","authors":"Jian Li , Yanping Gong , Chunyan Chen , Qing Ouyang","doi":"10.1016/j.jretconser.2025.104246","DOIUrl":"10.1016/j.jretconser.2025.104246","url":null,"abstract":"<div><div>Despite growing interest in individual goal disclosure by both consumers and enterprises, limited research has investigated the underlying motivations behind goal disclosure on social media and its impact on goal attainment. This study aimed to elucidate the foundational structure of user motivations for goal disclosure on social media (UMGDSM), develop a reliable and valid scale to measure these motivations, and uncover the relationship between various goal disclosure motivations and goal attainment. To achieve these objectives, we conducted an in-depth interview qualitative study followed by three online quantitative studies, using samples from diverse Chinese social media users. In Study 1 (<em>N</em> = 30), in-depth interview data were analyzed using grounded theory to establish the motivational structure of goal disclosure. In Study 2 (<em>N</em> = 180), we developed a parsimonious 20-item scale to measure UMGDSM. In Study 3 (<em>N</em> = 407), the reliability and validity of the multidimensional scale were established. In Study 4 (<em>N</em> = 412), we determined the nomological validity of the scale by documenting the relationship between the UMGDSM and goal attainment. As the first study to conceptualize and operationalize UMGDSM, this work establishes a foundation for understanding motivations behind goal disclosure behaviors on social media, uncovers the diverse effects of UMGDSM on goal attainment, and broadens the theoretical perspective on goal disclosure. These findings offer valuable insights for social media users and businesses in refining publicity and implementing data-driven, precision marketing strategies.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104246"},"PeriodicalIF":11.0,"publicationDate":"2025-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170393","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Bridging Digital Product Passports and in-store experiences: How augmented reality enhances decision comfort and reuse intentions 架起数字产品通行证和店内体验的桥梁：增强现实如何增强决策舒适度和重用意图

IF 11 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2025-01-29 DOI: 10.1016/j.jretconser.2025.104242

Kishokanth Jeganathan , Andrzej Szymkowiak

{"title":"Bridging Digital Product Passports and in-store experiences: How augmented reality enhances decision comfort and reuse intentions","authors":"Kishokanth Jeganathan , Andrzej Szymkowiak","doi":"10.1016/j.jretconser.2025.104242","DOIUrl":"10.1016/j.jretconser.2025.104242","url":null,"abstract":"<div><div>The fashion industry is under increasing pressure to adopt more sustainable practices by decoupling its economic growth from negative environmental impacts, as consumers become more environmentally conscious. What is concerning, however, is the significant gap that persists between consumer-reported attitudes and green purchasing behaviors. This study explores the potential of augmented reality (AR) as a communication medium to integrate Digital Product Passports (DPPs) into brick-and-mortar retail, enhancing consumer decision-making and encouraging the reuse of DPPs. With DPPs soon to be mandated for retailers under new sustainability regulations, this research, grounded in the Elaboration Likelihood Model (ELM), investigates how information quality and the satisfaction of the AR experience influence decision comfort and subsequent reuse intentions. The findings reveal that both the persuasiveness of information and the satisfaction of the AR experience significantly enhance decision comfort, which in turn strongly predicts reuse intentions. Interestingly, while information persuasiveness positively impacts decision comfort, the completeness of information does not. Additionally, the study highlights that consumer knowledge moderates the relationship between decision comfort and reuse intentions. This research extends the ELM by incorporating decision comfort as a key factor in driving long-term behavioral outcomes and offers actionable insights for retailers. By leveraging AR technology, retailers can create engaging and informative shopping experiences that align with consumer demands for sustainability and ensure compliance with forthcoming environmental regulations.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104242"},"PeriodicalIF":11.0,"publicationDate":"2025-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170392","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Identifying targeted needs from online marketer- and user-generated data 从在线营销人员和用户生成的数据中确定目标需求

IF 11 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2025-01-28 DOI: 10.1016/j.jretconser.2025.104245

Ye Bai , Grace Yu-Buck

{"title":"Identifying targeted needs from online marketer- and user-generated data","authors":"Ye Bai , Grace Yu-Buck","doi":"10.1016/j.jretconser.2025.104245","DOIUrl":"10.1016/j.jretconser.2025.104245","url":null,"abstract":"<div><div>On e-retailing sites, marketer-generated content (MGC), user-generated content (UGC), and potential user-generated content (PUGC) are constantly conveying their needs. Identifying and clustering these needs, especially targeted needs, helps implement differentiated market strategies, improves the helpfulness of user's review content, and enhances potential user's purchase experiences. If so, then, how to identify diverse needs and find out where they are targeted (lower/higher). Based on Maslow's hierarchy of needs theory, the authors propose a need hierarchy framework to explore these questions. We utilize the datasets from two experiential products on <span><span>Amazon.com</span><svg><path></path></svg></span> and combine text mining methods with regression analyses to identify and cluster the targeted needs of online-generated content. The results show that the needs conveyed by MGC, UGC and PUGC are hierarchical and targeted, and the targeted needs are mapped to higher levels. Furthermore, we also find that the needs conveyed by PUGC are influenced by and aligned with needs of UGC. The findings reveal the deeper value of online-generated content for identifying needs, and provide a highlight for studying needs of Maslow's hierarchy of needs theory in the new field of e-commerce. Meanwhile, the results obtain the new ideas for enhancing the online interaction experiences of all the stakeholders.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104245"},"PeriodicalIF":11.0,"publicationDate":"2025-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170394","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Artificial intelligence digital employees and sustainable innovation in online retail: The mediating role of ambidextrous green innovation and the moderating role of ethical anxiety 人工智能、数字化员工与网络零售可持续创新：双灵巧绿色创新的中介作用和伦理焦虑的调节作用

IF 11 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2025-01-27 DOI: 10.1016/j.jretconser.2025.104235

Shaofeng Wang , Hao Zhang

{"title":"Artificial intelligence digital employees and sustainable innovation in online retail: The mediating role of ambidextrous green innovation and the moderating role of ethical anxiety","authors":"Shaofeng Wang , Hao Zhang","doi":"10.1016/j.jretconser.2025.104235","DOIUrl":"10.1016/j.jretconser.2025.104235","url":null,"abstract":"<div><div>The proliferation of artificial intelligence (AI) is rapidly transforming businesses across industries, driving an increased focus on sustainable innovation for long-term competitiveness. Within the online retail sector, AI-powered digital employees are emerging as key players in this transformation. This study investigates how AI digital employee adoption influences future sustainable innovation performance in online retail, examining the mediating roles of ambidextrous green innovation and the moderating effect of ethical anxiety. Drawing on the Antecedents-Behaviour-Consequences (ABC) model, we propose an Adoption-Innovations-Future Performance (AIF) framework to examine these relationships in the context of TikTok online retailers. Using a two-wave time-lagged survey of 302 online retailers, we find that digital employee adoption positively affects exploitative and exploratory green innovation, which in turn enhances future sustainable innovation performance. Digital employee ethical anxiety negatively moderates the relationship between adoption and green innovation but strengthens the positive link between adoption and future performance. The fsQCA results reveal three configurations leading to high sustainable innovation performance. This research contributes to the literature on digital transformation in retail and consumer services by elucidating the complex mechanisms through which digital employees influence organizational outcomes. The findings offer important implications for retailers seeking to leverage digital technologies for sustainability in their operations and customer service.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104235"},"PeriodicalIF":11.0,"publicationDate":"2025-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143170395","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Generating product reviews from aspect-based ratings using large language models 使用大型语言模型从基于方面的评级生成产品评论

IF 11 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2025-01-27 DOI: 10.1016/j.jretconser.2025.104244

Prince Pandey, Jyoti Prakash Singh

{"title":"Generating product reviews from aspect-based ratings using large language models","authors":"Prince Pandey, Jyoti Prakash Singh","doi":"10.1016/j.jretconser.2025.104244","DOIUrl":"10.1016/j.jretconser.2025.104244","url":null,"abstract":"<div><div>The rapid growth of e-commerce has made textual reviews and product ratings crucial for consumer purchase decisions. However, the overall Likert scale rating of the product does not convey any information about major aspects of a product. In contrast, many textual reviews often lack detailing of various aspects of the product, leading to incomplete feedback. This paper proposes a framework that generates detailed textual reviews from user-provided ratings on various aspects of a product using large language models (LLMs). Our approach enhances the online product review system by integrating specific feedback from structured ratings, resulting in more detailed and reliable product reviews. Our results show that AI-generated reviews exhibit high readability, coherence, relevance, and informativeness, rivaling human-written reviews to the extent that distinguishing between the two proves challenging, even for human evaluators. This research contributes to develop more accurate and comprehensive review systems, enhancing the overall quality and usefulness of e-commerce reviews and empowering consumers to make informed purchasing decisions. The proposed framework offers a valuable tool for businesses and e-commerce platforms to improve product reviews, enhance customer satisfaction, and increase sales.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104244"},"PeriodicalIF":11.0,"publicationDate":"2025-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143171760","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication 哪种企业社会责任（CSR）方法优化了客户参与行为？顾客-品牌认同、品牌爱与社会传播的作用

IF 11 1区管理学

Journal of Retailing and Consumer Services Pub Date : 2025-01-27 DOI: 10.1016/j.jretconser.2025.104230

Rasha Dahrouj , Omar S. Itani , Linda D. Hollebeek , Hossein Eslami , Abdul-Nasser Kassar

{"title":"Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication","authors":"Rasha Dahrouj , Omar S. Itani , Linda D. Hollebeek , Hossein Eslami , Abdul-Nasser Kassar","doi":"10.1016/j.jretconser.2025.104230","DOIUrl":"10.1016/j.jretconser.2025.104230","url":null,"abstract":"<div><div>While the CSR literature proliferates, understanding the effects of chiefly proactive (vs. chiefly reactive) CSR activities on customers' brand identification and brand love lags, leaving managers in the dark. To illuminate these issues, three studies were conducted. First, study 1 deployed an experimental design to test the effect of chiefly proactive/reactive social CSR activities on customer-brand relationships, as measured by brand identification and -love, and their respective impact on customer engagement. To ensure the validity and generalizability of the results, a second study was conducted, which replicated the previous study's design, albeit focusing on environmental CSR activities. Using survey data, study 3 tested the moderating role of social CSR communication on the association of chiefly proactive/reactive CSR activities on customer-brand identification and brand love. The findings suggest chiefly proactive (vs. -reactive) CSR's particular effectiveness in driving customer-brand identification, -love, and engagement. The study uncovered social CSR communication's key role in building customer-brand relationships, particularly for chiefly proactive CSR activities. Moreover, it shows that the effectiveness of CSR activities improves when social CSR communication is used to communicate the firm's CSR efforts on social media. This study offers theoretical insights and practical suggestions.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"84 ","pages":"Article 104230"},"PeriodicalIF":11.0,"publicationDate":"2025-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143171748","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0