Abstract

This study examined how social norms can be formed differently across gender in the context of perceiving an alcohol company’s corporate social responsibility (CSR) campaigns on social media (Facebook and Twitter). Even though social norms have been known to be powerful factors in generating positive attitudes and behavior, few studies have examined the boundary conditions and the antecedents of perceived social norm formation in the context of controversial CSR campaigns, such as drunk-driving prevention by alcohol companies. The findings revealed that there were gender differences utilizing number of followers on CSR social media pages; males more than females relied on number of followers when forming social norm perceptions. However, a follow-up study revealed that the organization type mattered (nonprofit versus profit) when males and females utilized high follower numbers; females, compared to males, had higher perceived social norms when the source was a nonprofit. Perceived prestige of the organization emerged as a significant mediator to perceived social norms, which positively impacted organization evaluation. Further theoretical and managerial implications are discussed.

摘要

这项研究探讨了在社交媒体（Facebook和Twitter）上感知酒精公司的企业社会责任（CSR）活动的背景下，如何在性别上形成不同的社会规范。尽管众所周知社会规范是产生积极态度和行为的有力因素，但很少有研究在有争议的企业社会责任运动的背景下研究边界条件和感知到的社会规范形成的前因，例如酒精公司预防酒后驾车。调查结果表明，利用企业社会责任社交媒体页面上的关注者数量存在性别差异；在形成社会规范观念时，男性比女性更多地依赖追随者。然而，一项后续研究表明，当男性和女性利用高跟随者人数时，组织类型至关重要（非营利性与利润性）；当来源是非营利组织时，与男性相比，女性具有较高的社会规范感。组织的感知声望成为感知社会规范的重要调解人，对社会评价产生积极影响。讨论了进一步的理论和管理意义。