Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR
Abstract
Social media is increasingly used to communicate corporate social responsibility (CSR). Stakeholders respond to CSR messages with user-generated content (UGC), signalling approval or disapproval, potentially shaping consumers’ perceived legitimacy and scepticism towards CSR. Few studies have explored how UGC shapes these consumer responses. In the context of the UK food retail industry, this study explored what makes UGC more or less believed...
Paper Details
Title
Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR
Published Date
May 20, 2019
Volume
35
Issue
9-10
Pages
886 - 915
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