The Role of Anthropomorphic Messengers in Sustainable Participatory Corporate Social Responsibility: Focusing on Messenger’s Facial Expression and Participation Effort

Yunjeong Ahn,Jieun Lee

doi:10.3390/su13084365

Abstract

This study examines the role of participation effort, focusing on the effect of anthropomorphic messengers’ facial expression on consumers’ perception in the context of corporate social responsibility (CSR). CSR activities requiring consumer participation can elicit their positive responses. Although companies’ interests in participatory CSR are increasing, academic interests in this area are still insufficient. Existing studies have not provided clear results on the effective level of participation effort and its effect on consumers’ perception of CSR activities. In this context, we conducted a study that investigated the effect of participation effort, focusing on the facial expression of an anthropomorphic messenger. The study shows that participation effort has a positive relationship with the intention to participate in CSR because consumers perceive messengers with a sad facial expression as victims. However, they perceive messengers with a happy facial expression as marketing agents. Hence, participation effort decreases participation intention. Finally, we discuss the meaning of the study and propose suggestions for future research.

Highlights

Companies’ interests in social activities are increasing with the growing importance of corporate social responsibility (CSR) [1]
In this study, we examine the level and role of participation effort required in the context of CSR through the facial expression of anthropomorphic messengers used in participatory CSR
The ANCOVA results of the 2 × 2 model for participation effort showed that the main effect of the participation effort was significant (F = 13.008, p < 0.001)

Summary

Introduction

Companies’ interests in social activities are increasing with the growing importance of corporate social responsibility (CSR) [1]. This is because CSR helps companies to positively contribute toward society, and strengthens their relationship with stakeholders [2,3]. It is an essential factor for the sustainable management of a company [4]. Companies have been increasing consumers’ commitment to social issues through participatory CSR that engages consumers in corporate social activities [5].

Methods

Results

Discussion

Conclusion