The Effects of Emotional and Interaction Factors on Consumer Behavior in Virtual CSR Co-Creation: The Mediating Role of Social Presence

Fan Yang, Yuting Song (), Huiying Zhang and Jinyi Hu
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Fan Yang: School of Management Science and Engineering, Nanjing University of Finance and Economics, Nanjing 210023, China
Yuting Song: School of Mathematical Sciences, East China Normal University, Shanghai 200241, China
Huiying Zhang: College of Management and Economics, Tianjin University, Tianjin 300072, China
Jinyi Hu: Faculty of Construction and Environment, The Hong Kong Polytechnic University, Hong Kong, China

Sustainability, 2025, vol. 17, issue 10, 1-21

Abstract: In the context of the global environment, the rapid advancement of Internet technology has facilitated a transition from traditional offline to online modes for corporate social responsibility (CSR) activities, leading to the emergence of virtual CSR co-creation initiatives. A crucial challenge for enterprises engaging in such activities lies in enhancing consumer participation and retention rates. This study constructs a mediation effect model incorporating emotional factors, interaction factors, social presence, and consumer willingness to participate, grounded in the Stimulus–Organism–Response (S-O-R) model. Based on data collected from 232 consumers in China, this study reveals that identification, enthusiasm, and satisfaction exert positive influences on consumer willingness to participate. Additionally, social presence positively affects willingness to participate and acts as a mediator between community platform interaction, offline interaction, and willingness to participate.

Keywords: virtual CSR; willingness to participate; emotional factor; interaction factor; social presence (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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