Abstract
Based on the background of corporate social responsibility (CSR) communication, this study aims to explore the role of different types of CSR interest appeal information (self-benefit vs. others-benefit) in CSR communication of different consumers on social media, and mainly discuss consumers’ willingness to participate in CSR co-creation. A total of 288 valid questionnaires were obtained through an online experiment. The moderating effect of consumer values was verified by “floodlight” analysis and the moderated mediating effect of consumer trust was verified by the Process program. Self-enhancement values have a congruent effect with CSR communication benefit appeals. Specifically, benefit appeals characterized by self-benefit generate higher consumer trust and willingness to co-create value among individuals with high self-enhancement values (vs. low self-enhancement values). CSR credibility and brand trust have a continuous mediating effect in the interaction between self-enhancement values and benefits appeals, while the interaction between self-transcendence values and benefits appeals is not significant. Understanding how consumer values influence consumer responses to CSR social media posts with different interest claims can provide marketers with useful guidance on how to creatively segment customers and curate appropriately targeted messages to effectively connect with consumers on CSR campaigns.
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Liu, X., Liang, Y., Wang, S. (2023). The Influence of Benefit Appeals in CSR Communication on Consumers’ Willingness to Co-creation. In: Tu, Y., Chi, M. (eds) E-Business. Digital Empowerment for an Intelligent Future. WHICEB 2023. Lecture Notes in Business Information Processing, vol 480. Springer, Cham. https://doi.org/10.1007/978-3-031-32299-0_11
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