Engaging Individuals in CSR Activities: The Role of Person-Community Fit and Social Capital in Corporate Online CSR Communities

Abstract

Engaging individuals in corporate social responsibility (CSR) is an effective strategy for service firms to convey information about their efforts toward and performance in CSR to society. Although there exists a substantial body of literature on engaging internal stakeholders in CSR activities, little is known about what motivates a broader scope of individuals to engage in online CSR communities, which may determine the effects and outcomes of CSR. We apply person-fit theory and social capital theory to investigate individual engagement in firm-sponsored online CSR communities. We find that the fit between personal needs and online community supplies positively influences the public's intention to engage in CSR activities, and this relationship is stronger for females. However, perceived social consciousness does not moderate the relationship between fit and CSR engagement. The results also demonstrate that relational and cognitive social capitals positively influence CSR engagement, but structural social capital does not. This study makes significant contributions to CSR literature and online community research by elaborating on the public's motivation for engaging in online CSR communities and highlighting the uniqueness of CSR engagement.