Case Study on Different Types of Corporate Social Responsibility (CSR) Communication on Social Media and Brand Loyalty: The Mediating Role of Brand Identification in the Dairy Industry of China

Yunyun Duan, Nurul Ain Mohd Hasan, Feroz De Costa and Sharifah Sofiah Syed Zainudin

Studies in Media and Communication, 2024, vol. 12, issue 3, 151-167

Abstract: Corporate Social Responsibility (CSR) communication on social media has become an important way for companies to attract and maintain customers. As a highly interactive communication channel, social media provides companies with opportunities to showcase their CSR initiatives and corporate values. However, different types of CSR communication often have different communication effects. This study reviews previous research on the relationship between CSR communication, brand identification and brand loyalty, highlighting the theoretical foundations and empirical research. After that, a survey research method was used to collect data through questionnaires, and the data were statistically analyzed using SEM-PLS to verify the existence and extent of the mediating role. The research findings indicate that both societal CSR communication and environmental CSR communication have direct and indirect effects on brand identification and brand loyalty, respectively. However, despite the direct positive correlation observed between customer-related CSR communication and brand loyalty, neither the direct relationship with brand identification nor the indirect relationship through brand identification to brand loyalty was supported. This study combines the relationships between different types of CSR communication in social media, brand identification and brand loyalty and focuses on the mediating role of brand identification. It can be devoted to provide theoretical support and practical guidance for companies to develop more targeted CSR communication strategies.

Date: 2024
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