What makes people willing to comment on social media posts? The roles of interactivity and perceived contingency in online corporate social responsibility communication

Interactivity is an important concept in the study of online social processes. Two experiments tested how interactivity influenced people’s willingness to comment on media and their perceptions a company’s corporate responsibility (CSR) efforts. Across two operationalizations (presence/absence replies, high/low degree reference earlier messages), led greater perceived contingency, which more positive CSR perceptions. Results advance effects model by demonstrating that (a) contingency plays crucial role effects, (b) language intensity moderates relationship between comment, (c) fostered only companies’ interactive messages not consumers’ messages.