Corporate Social Responsibility Communications on Social Media and Consumers’ In-Role and Extra-role Behavior: An Empirical Study In China

Abstract

This study investigates the impact of Corporate Social Responsibility (CSR) communications via social media on consumer behavior, with a focus on the top three social media companies Tencent We Chat, Sina Weibo and Douyin in China. Through a quantitative analysis of survey data from 424 social media users, the study examines the relationships between CSR communications on social media, consumeral truistic attribution, risk perception, brand identification, and consumer behavior outcomes, such as in-role and extra-role behavior. The findings highlight the critical role of social mediain enhancing CSR communications, triggering consumers' altruistic attribution, reducing risk perception, strengthening brand identification, and ultimately triggering in-role and extra-role behavior. The results offer the theoretical implications for CSR theoretical research and consumer organizational behavior research, as well as the validation and moderate innovation of the stimulus-organism-response model. The results also offer valuable insights for businesses aiming to leverage CSR as a strategic tool for building stronger consumer relationships and promoting responsible consumer behavior in the digital age.