The Contribution of CSR Information Substantiality Portrayed in Social Media to Corporate-Consumer Relationships: The Hierarchy of Effects Model Approach
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Social media has become an integral part of the way businesses communicate and increase their engagement with consumers while corporate social responsibility (CSR) has become an increasingly important area of interest within the fashion industry. However, limited research exists on CSR information communicated through social media and its effects on corporate-consumer relationships. The current study sought to fill the gap by examining CSR information substantiality and its role in the effects of CSR information delivered through social media on corporate-consumer relationships based on the Hierarchy of Effects model. An online survey with 340 nationwide consumers was used to test the conceptual model. The key finding was that if consumers perceive the information is more timely, relevant, accurate, reliable, and clear when a corporation disseminates their CSR practices via social media, consumers are more likely to develop positive cognitive and affective perceptions as well as behavioral intentions toward the corporation.