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.

中文翻译：

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活动参与，传播电子口碑，购买：如何通过社交媒体优化企业的社会责任，企业社会责任和有效性？

目的

本文的目的是研究通过社交媒体进行沟通时如何优化企业社会责任（CSR）。尤其是面对日益增长的对透明性的需求以及日益增长的消费者对具有社会责任感的品牌的期望，解决了沟通类型，原因接近性和CSR动机。

设计/方法/方法

在线调查是在深入的文献综述和我们对社会责任品牌的实际社交媒体行为进行的现场研究的基础上开发的。根据企业社会责任动机（价值，绩效，价值和绩效）和因果关系（国内与国际）的关系，调查了消费者在参与竞选活动，推广电子WOM和购买意愿方面的态度和行为反应，分别具有独白（研究1）和对话交流类型（研究2）。

发现

原因接近促进了竞选活动的参与，这种影响在独白和对话类型的交流中都得到了体现。CSR动机调节了传播电子口碑的意愿，这对于独白和对话交流都成立。交流价值和绩效驱动的动机时，态度和购买意愿最高，但这些影响只有在信息以对话形式进行交流时才会出现。信息的可信度和CSR动机使人们对可信度的认知进一步调节了消费者的反应。

实际影响

结果可用于制定营销（传播）策略，从而优化价值和收益。

创意/价值

在关于CSR如何通过社交媒体产生共鸣的框架中讨论了结果。