How Can Restaurant Companies Effectively Deliver CSR Efforts to Consumers on Social Media?

Abstract

This study emphasized the source credibility effect on consumers' responses to restaurant companies' CSR efforts on social media. Based on the source credibility brand development process (i.e., brand trust, brand affect, and brand engagement), this study employed an online survey-based experiment and revealed the meaningful associations among types of CSR posters (a restaurant brand vs. a nonprofit organization), brand trust, brand affect, and brand engagement. The empirical results indicated that the nonprofit organization has higher significant effects on brand trust and brand affect than those of the restaurant brand. Additionally, in the case of the nonprofit organization, the effects of brand trust and brand affect on brand engagement were significantly stronger than that of the restaurant brand. Based on the empirical findings, this study provided several theoretical and managerial implications for restaurant companies' CSR communication on social media.