IDEAS home Printed from https://ideas.repec.org/a/ibn/ibrjnl/v9y2016i12p55-64.html

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. 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.
    2. 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.
    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. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    5. World Commission on Environment and Development,, 1987. "Our Common Future," OUP Catalogue, Oxford University Press, number 9780192820808.
    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. Ahmed A. Elamer & Mounia Boulhaga, 2024. "ESG controversies and corporate performance: The moderating effect of governance mechanisms and ESG practices," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(4), pages 3312-3327, July.
    2. Kim, Sumin & He, Hongwei, 2025. "The impact of brand activism on consumer behaviors: Examining the contrasting roles of admiration and anger," Journal of Business Research, Elsevier, vol. 201(C).
    3. Alejandro Alvarado-Herrera & Enrique Bigne & Joaquín Aldas-Manzano & Rafael Curras-Perez, 2017. "A Scale for Measuring Consumer Perceptions of Corporate Social Responsibility Following the Sustainable Development Paradigm," Journal of Business Ethics, Springer, vol. 140(2), pages 243-262, January.
    4. 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.
    5. Hee‐Chan Song, 2020. "Sufficiency economy philosophy: Buddhism‐based sustainability framework in Thailand," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 2995-3005, December.
    6. Woon Leong Lin & Chin Lee & Siong Hook Law, 2021. "Asymmetric effects of corporate sustainability strategy on value creation among global automotive firms: A dynamic panel quantile regression approach," Business Strategy and the Environment, Wiley Blackwell, vol. 30(2), pages 931-954, February.
    7. 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.
    8. 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.
    9. Öberseder, Magdalena & Schlegelmilch, Bodo B. & Murphy, Patrick E., 2013. "CSR practices and consumer perceptions," Journal of Business Research, Elsevier, vol. 66(10), pages 1839-1851.
    10. Magdalena Öberseder & Bodo Schlegelmilch & Verena Gruber, 2011. "“Why Don’t Consumers Care About CSR?”: A Qualitative Study Exploring the Role of CSR in Consumption Decisions," Journal of Business Ethics, Springer, vol. 104(4), pages 449-460, December.
    11. 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.
    12. Jenni Sipilä & Sascha Alavi & Laura Marie Edinger-Schons & Sabrina Dörfer & Christian Schmitz, 2021. "Corporate social responsibility in luxury contexts: potential pitfalls and how to overcome them," Journal of the Academy of Marketing Science, Springer, vol. 49(2), pages 280-303, March.
    13. 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.
    14. Lis, Bettina, 2012. "The Relevance of Corporate Social Responsibility for a Sustainable Human Resource Management: An Analysis of Organizational Attractiveness as a Determinant in Employees’ Selection of a (Potential) Employer," management revue - Socio-Economic Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 23(3), pages 279-295.
    15. Rong-Tsu Wang, 2013. "Modeling Corporate Social Performance and Job Pursuit Intention: Mediating Mechanisms of Corporate Reputation and Job Advancement Prospects," Journal of Business Ethics, Springer, vol. 117(3), pages 569-582, October.
    16. Fotios Misopoulos & Roula Michaelides & Mohammad Afiq Salehuddin & Vicky Manthou & Zenon Michaelides, 2018. "Addressing Organisational Pressures as Drivers towards Sustainability in Manufacturing Projects and Project Management Methodologies," Sustainability, MDPI, vol. 10(6), pages 1-28, June.
    17. 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.
    18. Josefa García Mestanza & Alfonso Cerezo Medina & Marco Antonio Cruz Morato, 2019. "A Model for Measuring Fair Labour Justice in Hotels: Design for the Spanish Case," Sustainability, MDPI, vol. 11(17), pages 1-20, August.
    19. 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).
    20. 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.

    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.