Driving Consumer Engagement through Diverse Calls to Action in Corporate Social Responsibility Messages on Social Media

Although a growing number of consumers acknowledge the importance firms’ corporate social responsibility (CSR) activities, how companies can effectively communicate these initiatives to is still challenge. rise media platforms has provided firms with opportunities for more immediate and interactive communication consumers, recent academic studies related have mostly focused on effective promotional messages, relatively little attention been paid prosocial messages. For better communication, branded messages encouraged user participation (i.e., calls action), but diverse types action generate consumer engagement remains unexplored. Using over 2000 posts from popular product brands Facebook Twitter, this research explores that drive consumers’ attitudinal likes) behavioral shares) CSR-related media. The findings suggest matter in effectiveness CSR Specifically, inviting brand-related programs or games generated greater likes shares. However, overall was lower when further conversations, rewarding also less effective. Finally, results show multiple within one message decrease engagement. Overall, study contributes literature management by providing new insights actionable guidelines encourage designing enhance media, thereby contributing sustainable development while enhancing marketing communications.