Getting called out: Effects of feedback to social media corporate social responsibility statements

Abstract

Corporate social responsibility (CSR) efforts via social media are increasingly common and are often key to achieving organizational CSR objectives. Concerns exist about potential damage caused by negative user comments and effects of user feedback to CSR efforts are mostly unknown. Exploring the effects of positive and negative comments to social media CSR statements and subsequent organizational response, this work reports the results of an online experiment (N = 257) that manipulated both user-generated feedback to organizational CSR statements and subsequent organizational responses. Results demonstrate that negative user comments are less of a concern than commonly thought, and call into question the value of organizational response to user feedback.