Do Ethical Social Media Communities Pay Off? An Exploratory Study of the Ability of Facebook Ethical Communities to Strengthen Consumers’ Ethical Consumption Behavior

It has been proposed that the social networking site Facebook is suitable for building communities and strengthening customer relationships, and also many organizations that promote ethical consumption have established online communities there. However, because of the newness of ethical online communities, little is known about the extent to which consumer participation in them produces positive outcomes. The present study aims at exploring such...