The effect of corporate social responsibility content on consumer engagement behaviours on Facebook brand pages in Egypt

Abstract

The purpose of this paper is to study how companies communicate their corporate social responsibility (CSR) practices on their Facebook pages, and it also investigates the impact of this content type on consumer engagement behaviours. Based on content analysis of the biggest twenty corporate Facebook pages in Egypt, it was found that these companies focus on non-CSR posts more than CSR posts. However, the findings showed that the CSR posts received the highest number of likes, comments and shares if compared to other content types. This article provides social media managers with some guidelines for effective posting strategies when adopting Facebook marketing. Specifically, it recommends that corporations use this social network to communicate CSR practices to consumers. Since the adoption of Facebook in CSR activities by many corporations is a relatively new practice, this article provides practitioners with some guidelines to follow.