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Interdependent self-construal and number of Twitter followers: consumer responses to alcohol industry corporate social responsibility (CSR) campaign on Twitter
International Journal of Advertising ( IF 5.888 ) Pub Date : 2021-06-04 , DOI: 10.1080/02650487.2021.1933802
Jinho Joo 1 , Yoon-Joo Lee 1 , Hye Jin Yoon 2
Affiliation  

Abstract

Twitter has become an important means of communicating alcohol industry CSR campaigns. However, little is known about individual differences in consumer responses to CSR campaigns in the context of Twitter. An online experiment was conducted to explore the effects of interdependent self-construal on purchase and electronic word of mouth intentions through attitudes toward CSR campaigns on Twitter. Results found that the indirect effects were stronger when the number of Twitter followers was higher. Also, the indirect effects were presented for females, but not for males. Theoretical and managerial implications of these findings were also discussed in more detail.



中文翻译:

相互依赖的自我解释和 Twitter 关注者的数量:消费者对 Twitter 上酒类行业企业社会责任 (CSR) 活动的反应

摘要

Twitter 已成为传达酒类行业 CSR 活动的重要手段。然而,在 Twitter 的背景下,消费者对 CSR 活动反应的个体差异知之甚少。进行了一项在线实验,通过 Twitter 上对 CSR 活动的态度来探索相互依赖的自我解释对购买和电子口碑意图的影响。结果发现,推特关注者数量越高,间接影响越大。此外,间接影响是针对女性的,而不是针对男性的。还更详细地讨论了这些发现的理论和管理意义。

更新日期:2021-06-04
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