Abstract
<p>Literature widely explores Corporate Social Responsibility (CSR), Online Social Networks and consumer behavior individually. However, research linking them has been scarce. Therefore, this study aims to assess the effect of CSR information provided through Facebook on consumers’ brand image and purchase intention, considering the role of consumer´s product involvement. A fictitious brand profile “Splash Citrus” was designed for an online experiment conducted with participants from two countries, Colombia and the Netherlands, studying the effect of the stimulus, communication channel, Facebook versus Video commercial, on purchase intention and brand image. There was evidence that participants receiving CSR information through Facebook have a higher Brand image than participants receiving information through a video commercial. This effect on brand image appears particularly in higher product involved participants. Cross-cultural values did not affect these relationships. CSR and Facebook thus seem a splashy combination allowing managers to implement innovative strategies to achieve financial, social, and, environmental sustainability.</p>
Highlights
Corporate Social Responsibility (CSR) and Online Social Networks (OSNs) are topics that have received priority attention by business, ethics and communication management researchers, and have been part of recent frameworks, strategies and regulations
This study aims to cover this gap, by analyzing the effect of a firm’s Facebook profile as communication channel for CSR information in Colombia and the Netherlands on consumers’ brand image and purchase intention, and the mediating influence of product involvement in this
An online experiment was conducted to test the hypotheses on the effect of the communication channel of CSR information on consumer’s purchase intention and brand image, and the interaction effect of the role of product involvement in these relationships
Summary
Corporate Social Responsibility (CSR) and Online Social Networks (OSNs) are topics that have received priority attention by business, ethics and communication management researchers, and have been part of recent frameworks, strategies and regulations. Researchers studied firms’ motivations to engage and effects of CSR programs on several levels, including consumer behavior. There was focus on the role of social networks as new priority communication channels for companies to identify new market trends and to launch marketing and communication strategies. CSR and OSNs and their effects on consumer behavior have been widely studied individually, academic research is scarce addressing their link and effects. This study aims to cover this gap, by analyzing the effect of a firm’s Facebook profile as communication channel for CSR information in Colombia and the Netherlands on consumers’ brand image and purchase intention, and the mediating influence of product involvement in this
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