The purpose of this research is to study the strength of corporate social responsibility (CSR) endorsement in an environmental CSR advertising campaign on Instagram. A 2 (promotion- vs. prevention-focused messages) × 2 (low vs. high number of followers) between-subjects design was conducted online. Results showed that the indirect effect of interdependent self-construal on CSR endorsement through attitudes toward the environmental CSR advertising campaign on Instagram existed when only promotion-focused messages were presented. However, the moderation of the indirect effect of interdependent self-construal by promotion (prevention)-focused messages did not significantly differ between low and high numbers of followers. Theoretical and managerial implications are discussed in more detail.
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