Communicating corporate social responsibility in a social world: The effects of company-generated and user-generated social media content on CSR attributions and scepticism

DUNN, Katie and HARNESS, David (2018). Communicating corporate social responsibility in a social world: The effects of company-generated and user-generated social media content on CSR attributions and scepticism. Journal of Marketing Management, 34 (17-18), 1503-1529.

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Official URL: https://www.tandfonline.com/doi/full/10.1080/02672...
Link to published version:: https://doi.org/10.1080/0267257X.2018.1536675
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    Abstract

    As companies rely on social media to communicate corporate social responsibility (CSR), the need to understand the implications of using this channel grows. This study explored such implications in the context of food retailers’ CSR. Drawing on attribution theory, it adopts a mixed method approach to explain how social media communication shapes CSR attributions and influences consumers' scepticism towards CSR. Results identify company-generated social media communication as an important antecedent of CSR attributions. It finds that attributions play a key role in determining the extent to which consumers interact with user-generated content (UGC), influencing whether it shapes their scepticism. The study offers several implications for academics and practitioners, extending current theoretical arguments related to the use of social media for CSR communication.

    Item Type: Article
    Research Institute, Centre or Group - Does NOT include content added after October 2018: Sheffield Business School Research Institute > Marketing and Strategy
    Departments - Does NOT include content added after October 2018: Sheffield Business School > Department of Management
    Identification Number: https://doi.org/10.1080/0267257X.2018.1536675
    Page Range: 1503-1529
    Depositing User: Katie Dunn
    Date Deposited: 05 Oct 2018 11:49
    Last Modified: 18 Mar 2021 01:21
    URI: http://shura.shu.ac.uk/id/eprint/22778

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