Abstract

Through the impression management lens of consumers, this experimental study investigates when and how consumers regulate their images on social media through their divergent reactions to corporate social responsibility (CSR) advertising. Results show that consumers who disclose themselves infrequently and discriminately on social media (low self-disclosure) perceive the lower social value of CSR engagement in managing their impressions when CSR is for stigmatized industries (gambling) than nonstigmatized industries (amusement park). The degraded social value of CSR engagement is a psychological mediator underlying how consumers mitigate their engagement intention for stigmatized industries, which further leads to a lower intention to purchase cause-related products. However, consumers with high self-disclosure behavior perceive a high value from CSR engagement and actively engage in CSR regardless of industry stigma. The study highlights strategic approaches to social media and target segmentation for the sin industries to attenuate the blanket effect of industry stigma on their CSR advertising.

摘要

通过消费者的印象管理镜头，这项实验性研究调查了消费者何时以及如何通过他们对企业社会责任 (CSR) 广告的不同反应来调节他们在社交媒体上的形象。结果表明，当企业社会责任用于污名化行业（赌博）时，与非污名化行业（游乐园）相比，很少在社交媒体上公开自己并歧视性地披露自己（低自我披露）的消费者认为企业社会责任参与管理他们的印象的社会价值较低。CSR 参与的社会价值下降是消费者如何减轻他们对污名化行业的参与意愿的心理中介，这进一步导致购买公益产品的意愿降低。然而，具有高度自我披露行为的消费者从企业社会责任参与中感受到了高价值，并积极参与企业社会责任，不顾行业污名。该研究强调了社交媒体的战略方法和犯罪行业的目标细分，以减轻行业耻辱对其企业社会责任广告的全面影响。