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首页> 外文期刊>European Journal of Management and Business Economics >Campaign participation, spreading electronic word of mouth, purchase: how to optimise corporate social responsibility, CSR, effectiveness via social media?
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Campaign participation, spreading electronic word of mouth, purchase: how to optimise corporate social responsibility, CSR, effectiveness via social media?

机译：广告系列参与，传播电子话语，购买：如何优化企业社会责任，CSR，通过社交媒体的效果？

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Purpose The purpose of this paper is to investigate how to optimise corporate social responsibility (CSR) when communicating via social media. In particular, the communication type, cause proximity and CSR motives are addressed facing the increased demand for transparency and the grown consumers' expectations towards socially responsible brands. Design/methodology/approach Online survey was developed, based on a profound literature review and a field research we did on the actual social media behaviour of socially responsible brands. Consumers attitudes and behavioural reactions in terms of willingness to participate in a campaign, to spread e-WOM and to purchase were investigated, as a function of CSR motives (value vs performance vs value and performance) and cause proximity (national vs international), respectively, with monologue (study 1) and dialogue communication type (study 2). Findings Cause proximity enhanced the campaign participation, and this effect was pronounced for both, monologue and dialogue type of communication. CSR motives modulated the willingness to spread electronic word-of-mouth, and this holds for both, monologue and dialogue communication. Attitudes and purchase intention were highest when value- and performance-driven motives were communicated, but these effects appeared only when the message was in a dialogue form of communication. Message credibility and CSR motives credibility perception further modulated consumers response. Practical implications The outcomes could be used in developing marketing (communication) strategies leading to values and revenues optimisation. Originality/value The results are discussed in a framework of how CSR resonates via social media.
机译：目的本文的目的是探讨如何优化企业社会责任（CSR）通过社交媒体进行通信时。尤其是通信类型，原因接近和企业社会责任的动机正面临着透明度的需求增加和生长的消费者对社会负责的品牌期望解决。设计/方法/办法的在线调查是基于一种深刻的文献综述和我们做对社会负责任的品牌实际的社交媒体行为领域的研究开发。消费者态度和行为反应，愿意参加一个活动，以传播电子口碑和购买方面进行了调查，企业社会责任的动机的函数（值VS性能VS价值和性能），并引起邻近（国家VS国际）分别与独白（研究1）和对话通信类型（研究2）。发现原因接近增强了活动的参与，而这种作用是显着的两个，独白和对话式的交流。企业社会责任的动机调制的意愿展开的电子口碑口，这适用于，独白和对话交流。态度和购买意愿是最高的当值 - 和性能驱动的动机进行了沟通，但这些影响似乎只有当消息在通信的对话形式。消息可信度和CSR动机可信度感知进一步调制消费者响应。实际影响的成果能够在制定营销（通讯）战略，导致价值观和收益的优化使用。独创性/价值结果在通过社交媒体CSR如何共鸣的框架中讨论。

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