Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR

DUNN, Katherine and HARNESS, David (2019). Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR. Journal of Marketing Management.

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Abstract

Social media is increasingly used to communicate corporate social responsibility (CSR). Stakeholders respond to CSR messages with user-generated content (UGC), signalling approval or disapproval, potentially shaping consumers' perceived legitimacy and scepticism towards CSR. Few studies have explored how UGC shapes these consumer responses. In the context of the UK food retail industry, this study explored what makes UGC more or less believed than company-generated CSR communication on social media. Through qualitative inquiry, the study identified that unique characteristics of social media, such as system-generated cues, lead UGC to be more believed than company-generated content, shaping perceived legitimacy. The study indicates the risks of communicating CSR through social media may be greater than previously suggested. It identifies recipient-related conditions under which these risks can be minimised.

Item Type: Article
Uncontrolled Keywords: 1505 Marketing; 1504 Commercial Services; 1503 Business And Management
SWORD Depositor: Symplectic Elements
Depositing User: Symplectic Elements
Date Deposited: 25 Feb 2019 09:49
Last Modified: 25 Feb 2019 09:49
URI: http://shura.shu.ac.uk/id/eprint/24084

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