Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

How Can Restaurant Companies Effectively Deliver CSR Efforts to Consumers on Social Media?

How Can Restaurant Companies Effectively Deliver CSR Efforts to Consumers on Social Media? This study emphasized the source credibility effect on consumers’ responses to restaurant companies’ CSR efforts on social media. Based on the source credibility brand development process (i.e., brand trust, brand affect, and brand engagement), this study employed an online survey-based experiment and revealed the meaningful associations among types of CSR posters (a restaurant brand vs. a nonprofit organization), brand trust, brand affect, and brand engagement. The empirical results indicated that the nonprofit organization has higher significant effects on brand trust and brand affect than those of the restaurant brand. Additionally, in the case of the nonprofit organization, the effects of brand trust and brand affect on brand engagement were significantly stronger than that of the restaurant brand. Based on the empirical findings, this study provided several theoretical and managerial implications for restaurant companies’ CSR communication on social media. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Behavioral Sciences Multidisciplinary Digital Publishing Institute

How Can Restaurant Companies Effectively Deliver CSR Efforts to Consumers on Social Media?

Behavioral Sciences , Volume 13 – Mar 1, 2023

How Can Restaurant Companies Effectively Deliver CSR Efforts to Consumers on Social Media?

Behavioral Sciences , Volume 13 – Mar 1, 2023

Abstract

This study emphasized the source credibility effect on consumers’ responses to restaurant companies’ CSR efforts on social media. Based on the source credibility brand development process (i.e., brand trust, brand affect, and brand engagement), this study employed an online survey-based experiment and revealed the meaningful associations among types of CSR posters (a restaurant brand vs. a nonprofit organization), brand trust, brand affect, and brand engagement. The empirical results indicated that the nonprofit organization has higher significant effects on brand trust and brand affect than those of the restaurant brand. Additionally, in the case of the nonprofit organization, the effects of brand trust and brand affect on brand engagement were significantly stronger than that of the restaurant brand. Based on the empirical findings, this study provided several theoretical and managerial implications for restaurant companies’ CSR communication on social media.

Loading next page...
 
/lp/multidisciplinary-digital-publishing-institute/how-can-restaurant-companies-effectively-deliver-csr-efforts-to-eAgAwShwwa

References (50)

Publisher
Multidisciplinary Digital Publishing Institute
Copyright
© 1996-2023 MDPI (Basel, Switzerland) unless otherwise stated Disclaimer Disclaimer/Publisher’s Note: The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content. Terms and Conditions Privacy Policy
ISSN
2076-328X
DOI
10.3390/bs13030211
Publisher site
See Article on Publisher Site

Abstract

This study emphasized the source credibility effect on consumers’ responses to restaurant companies’ CSR efforts on social media. Based on the source credibility brand development process (i.e., brand trust, brand affect, and brand engagement), this study employed an online survey-based experiment and revealed the meaningful associations among types of CSR posters (a restaurant brand vs. a nonprofit organization), brand trust, brand affect, and brand engagement. The empirical results indicated that the nonprofit organization has higher significant effects on brand trust and brand affect than those of the restaurant brand. Additionally, in the case of the nonprofit organization, the effects of brand trust and brand affect on brand engagement were significantly stronger than that of the restaurant brand. Based on the empirical findings, this study provided several theoretical and managerial implications for restaurant companies’ CSR communication on social media.

Journal

Behavioral SciencesMultidisciplinary Digital Publishing Institute

Published: Mar 1, 2023

Keywords: source credibility; CSR; social media; CSR communication; restaurant

There are no references for this article.