消费者在社交媒体上参与企业社会责任的动机

Q1 Business, Management and Accounting
C. Aguirre, Salvador Ruiz de Maya, Mariola Palazón Vidal, Augusto Rodríguez
{"title":"消费者在社交媒体上参与企业社会责任的动机","authors":"C. Aguirre, Salvador Ruiz de Maya, Mariola Palazón Vidal, Augusto Rodríguez","doi":"10.1108/sjme-05-2022-0106","DOIUrl":null,"url":null,"abstract":"Purpose\nThis study aims to analyze consumer motivations to share information about corporate social responsibility (CSR) activities through electronic word of mouth. It examines the roles of self-enhancement, identity signaling and social bonding as antecedents of consumers’ CSR engagement on social media.\n\nDesign/methodology/approach\nA quantitative approach is used with a single-factor between-subjects experimental design in which the presence vs absence of CSR information on a company website is manipulated. The hypotheses are tested through structural equation modeling.\n\nFindings\nResults show that after viewing the company’s CSR message on its website, consumers who generated more CSR associations were more motivated to engage with the CSR information to satisfy fundamental personality traits (need for self-enhancement) and social relationship motivations (social bonding), which increased their intention to share the information.\n\nResearch limitations/implications\nThis study is restricted to CSR information on websites. Further research should consider what happens if such information is shared on social media, as consumers are more likely to spread CSR messages when they are shared by other public social network sites.\n\nPractical implications\nThe study highlights the relevance of including CSR information on websites and offers insights into the importance of considering consumers in disseminating CSR information. Consumers share information when they have personal motivation for doing so.\n\nSocial implications\nThis study put the focus on the role of consumers in the diffusion of corporate information.\n\nOriginality/value\nThe results show the importance of personal motivations such as self-enhancement and social bonding in sharing CSR information on social media.\n","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":"{\"title\":\"Consumer motivations for engaging with corporate social responsibility on social media\",\"authors\":\"C. Aguirre, Salvador Ruiz de Maya, Mariola Palazón Vidal, Augusto Rodríguez\",\"doi\":\"10.1108/sjme-05-2022-0106\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Purpose\\nThis study aims to analyze consumer motivations to share information about corporate social responsibility (CSR) activities through electronic word of mouth. It examines the roles of self-enhancement, identity signaling and social bonding as antecedents of consumers’ CSR engagement on social media.\\n\\nDesign/methodology/approach\\nA quantitative approach is used with a single-factor between-subjects experimental design in which the presence vs absence of CSR information on a company website is manipulated. The hypotheses are tested through structural equation modeling.\\n\\nFindings\\nResults show that after viewing the company’s CSR message on its website, consumers who generated more CSR associations were more motivated to engage with the CSR information to satisfy fundamental personality traits (need for self-enhancement) and social relationship motivations (social bonding), which increased their intention to share the information.\\n\\nResearch limitations/implications\\nThis study is restricted to CSR information on websites. Further research should consider what happens if such information is shared on social media, as consumers are more likely to spread CSR messages when they are shared by other public social network sites.\\n\\nPractical implications\\nThe study highlights the relevance of including CSR information on websites and offers insights into the importance of considering consumers in disseminating CSR information. Consumers share information when they have personal motivation for doing so.\\n\\nSocial implications\\nThis study put the focus on the role of consumers in the diffusion of corporate information.\\n\\nOriginality/value\\nThe results show the importance of personal motivations such as self-enhancement and social bonding in sharing CSR information on social media.\\n\",\"PeriodicalId\":37428,\"journal\":{\"name\":\"Spanish Journal of Marketing - ESIC\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-02-09\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"2\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Spanish Journal of Marketing - ESIC\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/sjme-05-2022-0106\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"Business, Management and Accounting\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Spanish Journal of Marketing - ESIC","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/sjme-05-2022-0106","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 2

摘要

目的本研究旨在分析消费者透过电子口碑分享企业社会责任活动资讯的动机。它考察了自我提升、身份信号和社会联系作为消费者在社交媒体上参与企业社会责任的先决条件的作用。设计/方法/方法采用定量方法,采用单因素受试者之间的实验设计,其中操纵公司网站上是否存在CSR信息。通过结构方程模型对假设进行检验。研究结果表明,消费者在企业网站上看到企业社会责任信息后,产生更多社会责任联想的消费者更有动力参与企业社会责任信息,以满足基本人格特征(自我提升需求)和社会关系动机(社会联系),从而增加了他们分享企业社会责任信息的意愿。研究局限/启示本研究仅限于网站上的企业社会责任信息。进一步的研究应该考虑如果这些信息在社交媒体上被分享会发生什么,因为消费者更有可能在其他公共社交网站上分享CSR信息。实践意义本研究强调了在网站上包含企业社会责任信息的相关性,并提供了在传播企业社会责任信息时考虑消费者的重要性的见解。当消费者有个人动机时,他们会分享信息。社会影响本研究将重点放在消费者在企业信息传播中的作用上。独创性/价值研究结果显示了个人动机(如自我提升和社会联系)在社交媒体上分享企业社会责任信息的重要性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consumer motivations for engaging with corporate social responsibility on social media
Purpose This study aims to analyze consumer motivations to share information about corporate social responsibility (CSR) activities through electronic word of mouth. It examines the roles of self-enhancement, identity signaling and social bonding as antecedents of consumers’ CSR engagement on social media. Design/methodology/approach A quantitative approach is used with a single-factor between-subjects experimental design in which the presence vs absence of CSR information on a company website is manipulated. The hypotheses are tested through structural equation modeling. Findings Results show that after viewing the company’s CSR message on its website, consumers who generated more CSR associations were more motivated to engage with the CSR information to satisfy fundamental personality traits (need for self-enhancement) and social relationship motivations (social bonding), which increased their intention to share the information. Research limitations/implications This study is restricted to CSR information on websites. Further research should consider what happens if such information is shared on social media, as consumers are more likely to spread CSR messages when they are shared by other public social network sites. Practical implications The study highlights the relevance of including CSR information on websites and offers insights into the importance of considering consumers in disseminating CSR information. Consumers share information when they have personal motivation for doing so. Social implications This study put the focus on the role of consumers in the diffusion of corporate information. Originality/value The results show the importance of personal motivations such as self-enhancement and social bonding in sharing CSR information on social media.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing
CiteScore
9.10
自引率
0.00%
发文量
21
审稿时长
12 weeks
期刊介绍: Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信