IDEAS home Printed from https://ideas.repec.org/a/ibn/ibrjnl/v9y2016i12p55-64.html
   My bibliography  Save this article

Corporate Social Responsibility and Facebook: A Splashy Combination?

Author

Listed:
  • Hubert P. L. M. Korzilius
  • Maria Margarita Arias

Abstract

Literature widely explores Corporate Social Responsibility (CSR), Online Social Networks and consumer behavior individually. However, research linking them has been scarce. Therefore, this study aims to assess the effect of CSR information provided through Facebook on consumers’ brand image and purchase intention, considering the role of consumer´s product involvement. A fictitious brand profile “Splash Citrus” was designed for an online experiment conducted with participants from two countries, Colombia and the Netherlands, studying the effect of the stimulus, communication channel, Facebook versus Video commercial, on purchase intention and brand image. There was evidence that participants receiving CSR information through Facebook have a higher Brand image than participants receiving information through a video commercial. This effect on brand image appears particularly in higher product involved participants. Cross-cultural values did not affect these relationships. CSR and Facebook thus seem a splashy combination allowing managers to implement innovative strategies to achieve financial, social, and, environmental sustainability.

Suggested Citation

  • Hubert P. L. M. Korzilius & Maria Margarita Arias, 2016. "Corporate Social Responsibility and Facebook: A Splashy Combination?," International Business Research, Canadian Center of Science and Education, vol. 9(12), pages 55-64, December.
    • Handle: RePEc:ibn:ibrjnl:v:9:y:2016:i:12:p:55-64
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ibr/article/view/61420/34912
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ibr/article/view/61420
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. World Commission on Environment and Development,, 1987. "Our Common Future," OUP Catalogue, Oxford University Press, number 9780192820808.
    2. J.J. Graafland & S.C.W. Eijffinger, 2004. "Corporate social responsibility of Dutch companies: Benchmarking, transparency and robustness," De Economist, Springer, vol. 152(3), pages 403-426, September.
    3. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    4. Abagail McWilliams & Donald S. Siegel & Patrick M. Wright, 2006. "Corporate Social Responsibility: Strategic Implications," Journal of Management Studies, Wiley Blackwell, vol. 43(1), pages 1-18, January.
    5. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    6. Peracchio, Laura A & Meyers-Levy, Joan, 1994. "How Ambiguous Cropped Objects in Ad Photos Can Affect Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 190-204, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tomina Saveanu & Daniel Badulescu & Sorana Saveanu & Maria-Madela Abrudan & Alina Badulescu, 2021. "The Role of Owner-Managers in Shaping CSR Activity of Romanian SMEs," Sustainability, MDPI, vol. 13(20), pages 1-19, October.
    2. Zaheer Alam & Yasir Bin Tariq, 2023. "Corporate Sustainability Performance Evaluation and Firm Financial Performance: Evidence from Pakistan," SAGE Open, , vol. 13(3), pages 21582440231, July.
    3. Lizet Quaak & Theo Aalbers & John Goedee, 2007. "Transparency of Corporate Social Responsibility in Dutch Breweries," Journal of Business Ethics, Springer, vol. 76(3), pages 293-308, December.
    4. Carola Hillenbrand & Kevin Money & Stephen Pavelin, 2012. "Stakeholder-Defined Corporate Responsibility for a Pre-Credit-Crunch Financial Service Company: Lessons for How Good Reputations are Won and Lost," Journal of Business Ethics, Springer, vol. 105(3), pages 337-356, February.
    5. Rui Coelho & Shital Jayantilal & Joao J. Ferreira, 2023. "The impact of social responsibility on corporate financial performance: A systematic literature review," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(4), pages 1535-1560, July.
    6. Hakan Karaosman & Gustavo Morales-Alonso & Mercedes Grijalvo, 2015. "Consumers’ responses to CSR in a cross-cultural setting," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1052916-105, December.
    7. Kim, Chung Hee & Amaeshi, Kenneth & Harris, Simon & Suh, Chang-Jin, 2013. "CSR and the national institutional context: The case of South Korea," Journal of Business Research, Elsevier, vol. 66(12), pages 2581-2591.
    8. Francesco Gangi & Jérôme Méric & Rémi Jardat & Lucia Michela Daniele, 2019. "Business for society," Post-Print hal-02382307, HAL.
    9. repec:rdg:wpaper:em-dp2008-61 is not listed on IDEAS
    10. Becchetti, Leonardo & Ciciretti, Rocco & Hasan, Iftekhar & Kobeissi, Nada, 2012. "Corporate social responsibility and shareholder's value," Journal of Business Research, Elsevier, vol. 65(11), pages 1628-1635.
    11. Lavorata, Laure, 2014. "Influence of retailers’ commitment to sustainable development on store image, consumer loyalty and consumer boycotts: Proposal for a model using the theory of planned behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1021-1027.
    12. Mark Anthony Camilleri, 2017. "Corporate sustainability and responsibility: creating value for business, society and the environment," Asian Journal of Sustainability and Social Responsibility, Springer, vol. 2(1), pages 59-74, September.
    13. Barros, Victor & Verga Matos, Pedro & Miranda Sarmento, Joaquim & Rino Vieira, Pedro, 2022. "M&A activity as a driver for better ESG performance," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    14. Henri Kuokkanen & William Sun, 2020. "Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice," Journal of Business Ethics, Springer, vol. 166(2), pages 403-423, October.
    15. Hee‐Chan Song, 2021. "Buddhist approach to corporate sustainability," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 3040-3052, November.
    16. Shukla, Paurav & Singh, Jaywant & Wang, Weisha, 2022. "The influence of creative packaging design on customer motivation to process and purchase decisions," Journal of Business Research, Elsevier, vol. 147(C), pages 338-347.
    17. Joëlle Vanhamme & Adam Lindgreen & Jon Reast & Nathalie Popering, 2012. "To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing," Journal of Business Ethics, Springer, vol. 109(3), pages 259-274, September.
    18. Kang, Taeahn & Matsuoka, Hirotaka, 2023. "The negative effect of CSR-CSI domain overlap in CSR-linked sport sponsorship," Journal of Business Research, Elsevier, vol. 156(C).
    19. Sara Rodriguez-Gomez & Maria Lourdes Arco-Castro & Maria Victoria Lopez-Perez & Lazaro Rodríguez-Ariza, 2020. "Where Does CSR Come from and Where Does It Go? A Review of the State of the Art," Administrative Sciences, MDPI, vol. 10(3), pages 1-19, August.
    20. Russell Lacey & Pamela Kennett-Hensel, 2010. "Longitudinal Effects of Corporate Social Responsibility on Customer Relationships," Journal of Business Ethics, Springer, vol. 97(4), pages 581-597, December.
    21. Sui-Hua Yu & Wan-Chen Liang, 2020. "Exploring the Determinants of Strategic Corporate Social Responsibility: An Empirical Examination," Sustainability, MDPI, vol. 12(6), pages 1-16, March.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ibrjnl:v:9:y:2016:i:12:p:55-64. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.