ABSTRACT As social media use on mobile devices has been integrated in people’s daily lives, corporations began to target the publics on corporate social responsibility (CSR) activities on mobile devices. In the context of a natural disaster, this study examines how publics respond to CSR-based initiatives by way of mobile corporate social responsibility (mCSR), including gratifications, social media engagement, perceived CSR motives, and the relationship outcomes as associated with mCSR practice. An online survey was conducted by sampling with 1,433 nationally representative adults in the United States. Findings indicated that four broad types of gratification, such as technological convenience, social interaction, recreation, and information exchange, significantly influenced relationship outcomes such as satisfaction, commitment, distrust, trust, and control mutuality. Results also demonstrated that perceived CSR motives and social media engagement on mobile devices were significantly related to relationship outcomes, providing empirical evidence for the important role that potential mCSR communications can play in engaging publics and cultivating relationships during natural disasters.

中文翻译：

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移动企业社会责任（mCSR）：检查公众对基于CSR的自然灾害举措的反应

摘要随着社交媒体在移动设备上的使用已融入人们的日常生活中，公司开始将公众针对移动设备上的企业社会责任（CSR）活动作为目标。在自然灾害的背景下，本研究考察了公众如何通过移动企业社会责任（mCSR）来响应基于CSR的举措，包括满足感，社交媒体参与，感知的CSR动机以及与mCSR实践相关的关系结果。通过对美国1,433名具有国家代表性的成年人进行抽样，进行了在线调查。调查结果表明，满足技术，社交互动，娱乐和信息交流等四种主要的满足方式，对满足关系的结果（如满意度，承诺，不信任，信任，并控制相互关系。结果还表明，在移动设备上感知到的CSR动机和社交媒体参与与关系结果显着相关，这为在自然灾害期间潜在的mCSR交流在吸引公众和培养关系方面可以发挥的重要作用提供了经验证据。