دانلود رایگان مقاله انگلیسی اثرات نشانه های اطلاعاتی بر مشروعیت درک شرکت هایی با ابتکارات اجتماعی - الزویر 2018

ABSTRACT

Social networking sites are increasingly used to promote corporate social responsibility initiatives. Consumers can like, share, or comment on corporate social responsibility messages on social networking sites, signaling public approval or disapproval and affecting an individual's perceived legitimacy of the organization. Especially for controversial companies, such as alcohol brands, both perceived legitimacy of a cause and consumer purchase intention might be enhanced by expressions of public support on social networking sites. However, few studies have explored this relationship. The findings from Experiment 1 suggest that the number of followers (low vs. high) affected perceived legitimacy and purchase intention Experiment 2 revealed that the effects of comment valence on attitudinal and behavioral intention interacted with the number of followers. These findings advance our current knowledge of factors associated with perceived legitimacy of companies that promote corporate social responsibility campaigns on social networking sites. Implications for advertising research and practice are discussed.

General discussion

CSR initiatives help companies gain legitimacy, which is likely increase PI (Du & Vieira, 2012), especially for companies that sell controversial products such as alcoholic beverages (Grougiou et al., 2016). SNS pages could help companies reach a large audience and permit two-way communication (e.g., Jeong et al., 2013). To investigate the effects that information cues on SNS pages have on perceived legitimacy of companies trying to promote CSR initiatives, the current study conducted two experiments to measure the effects of system-generated and user-generated information. Experiment 1 found that system-generated information influenced PI in a positive way for a CSR initiative on a Twitter page. This phenomenon occurred through an increase in perceived social norm and, subsequently, perceived legitimacy, identifying these two mechanisms to have a unique and important role in the context of CSR. Experiment 2 revealed that system-generated information provided a contextual boundary in the role of user-generated information in forming ASNSpage (Twitter and Facebook) and PI. The findings of this study expand previous studies (Antheunis & Schouten, 2011) by demonstrating that different types of cues on SNS pages might interact and affect perceptions of the company and the page. Only in the low follower condition did comment valence significantly influence perceived legitimacy, ASNSpage, and PI. This finding implies that bandwagon heuristic cues should not be considered independently but in tandem with other information used to evaluate CSR SNS campaigns.