 Determinants of corporate sustainability message sharing on social media: A configuration approachHanne Knight, Mohamed Yacine Haddoud and Phil Megicks Business Strategy and the Environment, 2022, vol. 31, issue 2, 633-647 Abstract: With an increasing number of consumers receiving information on social media, companies have adopted these channels to communicate their sustainability efforts. Digital channels enable reaching large audiences in a short period of time, and engaging consumers in message sharing activities to reap those rewards has its own challenges. Companies need to understand what increases sharing of their sustainability messages, but they must be mindful of not overstating their sustainability efforts which may be perceived as greenwashing. The Information Adoption Model is used to assess how message information quality and source credibility affect sharing of corporate sustainability messages. A fuzzy‐set Qualitative Comparative Analysis is conducted on a survey of UK social media users (n = 527). Results show that dimensions of information quality and source credibility act in combination to influence sustainability message sharing. The study informs managers what to stress in social media message planning to facilitate effective sustainability communications. Date: 2022 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:bla:bstrat:v:31:y:2022:i:2:p:633-647 Ordering information: This journal article can be ordered from Access Statistics for this article Business Strategy and the Environment is currently edited by Richard Welford More articles in Business Strategy and the Environment from Wiley Blackwell |
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