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.

[img] PDF
Dunn Communicating corporate social responsibility in a social world.pdf - Accepted Version
Restricted to Repository staff only until 22 April 2020.
All rights reserved.

Download (457kB)
Link to published version:: https://doi.org/10.1080/0267257X.2018.1536675

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
Depositing User: Katie Dunn
Date Deposited: 05 Oct 2018 11:49
Last Modified: 24 Jan 2019 10:30
URI: http://shura.shu.ac.uk/id/eprint/22778

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year

View more statistics