Corporate social responsibility and Facebook: A splashy combination?
Publication year
2016Source
International Business Research, 9, 12, (2016), pp. 55-64ISSN
Publication type
Article / Letter to editor
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Organization
Methoden
Journal title
International Business Research
Volume
vol. 9
Issue
iss. 12
Languages used
English (eng)
Page start
p. 55
Page end
p. 64
Subject
Institute for Management ResearchAbstract
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.
This item appears in the following Collection(s)
- Academic publications [238441]
- Electronic publications [122508]
- Nijmegen School of Management [18274]
- Open Access publications [97504]
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