 Consumers’ engagement with corporate social responsibility (CSR) communication in social media: Evidence from China and the United StatesShu-Chuan Chu, Hsuan-Ting Chen and Chen Gan Journal of Business Research, 2020, vol. 110, issue C, 260-271 Abstract: This study investigates cross-cultural differences between Chinese and American consumers in the relationships of electronic word-of-mouth (eWOM) intentions and consumers’ engagement with CSR communication through social media with three antecedents: (1) attitude toward CSR in social media, (2) peer communication about CSR activities, and (3) opinion leadership characteristics. An online survey was conducted with samples of social media users in China and the U.S. Results from the multiple-group analysis show that the degree of impact of the three antecedents varies significantly between consumers in China and the U.S. Specifically, the influence of attitudes toward CSR in social media on consumers’ engagement with CSR communication in social media is stronger for the Chinese participants than for the U.S. participants. In addition, peer communication and opinion leadership characteristics have significantly stronger effects on consumers’ engagement with CSR communication via social media for the Chinese participants than for the U.S. participants. Keywords: Corporate social responsibility; Social media; Electronic word-of-mouth; China (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:110:y:2020:i:c:p:260-271 DOI: 10.1016/j.jbusres.2020.01.036 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.