Exploring the Implications of Corporate Social Responsibility Assurance Messages in Cause-Related Social Media Marketing

Objectives: This work investigates how different corporate social responsibility (CSR) assurance messages embedded in cause-related media marketing influence consumers’ behavioral intentions (social brand page joining and recommendation) affective attitudes (likability of the campaign). CSR authenticity self-serving motives are also examined. Methods: An experiment was conducted using Facebook as setting. Three treatments had identical descriptions (i.e., donating money to a recycling program) while controlling for internal versus external messages. One-way ANOVA used measure effects on dependent variables joining, recommendations, campaign likability). Regression test motives. The sample drawn from users business classes at mid-sized U.S. university. Results: A with generated more positive responses all three than control condition. While externally-sourced message significantly promoted intentions, internal-audit increased likability perceived authenticity. Unexpectedly, multiple-regression showed that only associated responses. Conclusions: study revealed consumers likely show when exposed compared such without assurance. We can conclude further toward marketing, emphasizing importance post-review processes practices.