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The Antecedents of Consumer Engagement in CSR Communication in Social Media: A Study on Omani University Students

The Antecedents of Consumer Engagement in CSR Communication in Social Media: A Study on Omani University Students

Mansour Alraja, Mohamed Hamdoun
Copyright: © 2022 |Pages: 29
ISBN13: 9781799880653|ISBN10: 1799880656|EISBN13: 9781799880677
DOI: 10.4018/978-1-7998-8065-3.ch013
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MLA

Alraja, Mansour, and Mohamed Hamdoun. "The Antecedents of Consumer Engagement in CSR Communication in Social Media: A Study on Omani University Students." Future Advancements for CSR and the Sustainable Development Goals in a Post-COVID-19 World, edited by Andrea Pérez, IGI Global, 2022, pp. 264-292. https://doi.org/10.4018/978-1-7998-8065-3.ch013

APA

Alraja, M. & Hamdoun, M. (2022). The Antecedents of Consumer Engagement in CSR Communication in Social Media: A Study on Omani University Students. In A. Pérez (Ed.), Future Advancements for CSR and the Sustainable Development Goals in a Post-COVID-19 World (pp. 264-292). IGI Global. https://doi.org/10.4018/978-1-7998-8065-3.ch013

Chicago

Alraja, Mansour, and Mohamed Hamdoun. "The Antecedents of Consumer Engagement in CSR Communication in Social Media: A Study on Omani University Students." In Future Advancements for CSR and the Sustainable Development Goals in a Post-COVID-19 World, edited by Andrea Pérez, 264-292. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-7998-8065-3.ch013

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Abstract

This study aims to explore the ways in which targeted consumers engage with corporate social responsibility (CSR) activities on social media platforms, specifically when discussing their opinions and experiences regarding the CSR activities of their favorite brands. Therefore, the variable moral norms were integrated in the theory of reasoned action. The study data about consumers' engagement (CE) in corporate social responsibility communication (CSRC) over social media (SM) platforms—electronic word of mouth, or e-WoM—was collected from 290 actual engaged consumers in online ordering and involved in social media groups. The findings confirmed that the antecedent factors (consumers' attitudes, subjective norms, and moral norms) have a positive influence on consumers' intention to use e-WoM, while no effect was found on CE in CSRC in SM. Furthermore, e-WoM was found to have direct significant impact on CE in CSRC in SM as it mediates the relationship between the antecedent factors and CE in CSRC in SM.

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