Thesis
Corporate social responsibility campaigns via social media: a study within the fashion industry
Washington State University
Master of Science (MS), Washington State University
2019
Handle:
https://hdl.handle.net/2376/102038
Abstract
This study investigates the impact of CSR information source and media format on source credibility, information credibility, and corporate brand reputation that consequently affect U.S. consumer purchase intention and social media engagement in a corporate social responsibility (CSR) campaign presented in a social media environment. The study utilizes ANOVA and multiple regression methods to analyze primary data collected from an online survey that exposes U.S. consumer respondents to various CSR information source and media format combinations. The information source is designated as either a company or a consumer. The media format was a CSR news release, a CSR image advertisement, or a CSR video advertisement. The ANOVA method is used to determine the impact of CSR information source and media format on source credibility, information credibility, and brand reputation. The multiple regression method is used to identify the impact of source credibility, information credibility, and brand reputation on U.S. consumer purchase intention and social media engagement in a CSR social media campaign. Results show that the business source was found to be the most credible and authentic compared to a consumer source. Media format makes a significant difference on consumers perception of source credibility, information credibility and corporate brand reputation. Video format was found to be the most influential. Source credibility, information credibility and corporate brand reputation all positively affect consumers social media engagement with CSR campaigns on social media and consumers purchase intention towards a fashion brand. Consumer's social media engagement towards a CSR campaign leads to a higher purchase intention towards the fashion brand.
Metrics
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Details
- Title
- Corporate social responsibility campaigns via social media
- Creators
- Jenisha Keshini Gerard
- Contributors
- T. Chi (Degree Supervisor)
- Awarding Institution
- Washington State University
- Academic Unit
- Apparel, Merchandising, Design and Textiles, Department of
- Theses and Dissertations
- Master of Science (MS), Washington State University
- Publisher
- Washington State University; [Pullman, Washington] :
- Identifiers
- 99900525017301842
- Language
- English
- Resource Type
- Thesis