CSR communication on social media: the impact of source and framing on message credibility, corporate reputation and WOM
Purpose –When communicating CSR initiatives on social media, companies need to choose the appropriate source and type of messages. Over the last few years influencers have emerged as a relevant endorser for CSR messages, but there is a lack of research investigating their effectiveness. Hence, the m...
| Autores: | , |
|---|---|
| Tipo de recurso: | artículo |
| Estado: | Versión aceptada para publicación |
| Fecha de publicación: | 2022 |
| País: | España |
| Institución: | Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya) |
| Repositorio: | Recercat. Dipósit de la Recerca de Catalunya |
| OAI Identifier: | oai:recercat.cat:10230/52507 |
| Acceso en línea: | http://hdl.handle.net/10230/52507 http://dx.doi.org/10.1108/CCIJ-09-2021-0097 |
| Access Level: | acceso abierto |
| Palabra clave: | Communication Corporate social responsibility Social media Source Framing |
| Sumario: | Purpose –When communicating CSR initiatives on social media, companies need to choose the appropriate source and type of messages. Over the last few years influencers have emerged as a relevant endorser for CSR messages, but there is a lack of research investigating their effectiveness. Hence, the main goal of this study is to analyse how the type of source and message framing on social media influence message credibility, corporate reputation, and word-of-mouth. Design/methodology/approach – An online experiment with 2 (source: influencer vs corporate) x 2 (CSR frame motives: values-driven vs performance-driven) between-subject design was conducted among 200 participants. Findings - Results showed that the type of source does not affect message credibility or corporate reputation, but a corporate source generates more word-ofmouth. Moreover, values-driven motives increase corporate reputation and generate more word-of-mouth. However, the type of frame motives does not impact message credibility. Originality/value – This paper tests the effect of framing and source when communicating CSR on social media. It shows that overall, an effective CSR communication should be posted by a corporate source and framed by values-driven motives. Hence, this study contributes to the contemporary literature regarding CSR communication and provides practical implications for companies. |
|---|