Lee Sae-Mi, Kim Minseong
School of Global Business, Kyungil University, 50 Gamasil-gil, Hayang-eup, Gyeongsan-si 38428, Gyeongbuk, Republic of Korea.
Department of Management & Marketing, College of Business, Louisiana State University Shreveport, Shreveport, LA 71115, USA.
Behav Sci (Basel). 2023 Mar 1;13(3):211. doi: 10.3390/bs13030211.
This study emphasized the source credibility effect on consumers' responses to restaurant companies' CSR efforts on social media. Based on the source credibility brand development process (i.e., brand trust, brand affect, and brand engagement), this study employed an online survey-based experiment and revealed the meaningful associations among types of CSR posters (a restaurant brand vs. a nonprofit organization), brand trust, brand affect, and brand engagement. The empirical results indicated that the nonprofit organization has higher significant effects on brand trust and brand affect than those of the restaurant brand. Additionally, in the case of the nonprofit organization, the effects of brand trust and brand affect on brand engagement were significantly stronger than that of the restaurant brand. Based on the empirical findings, this study provided several theoretical and managerial implications for restaurant companies' CSR communication on social media.
本研究强调了来源可信度对消费者在社交媒体上对餐饮公司企业社会责任努力的反应的影响。基于来源可信度品牌发展过程（即品牌信任、品牌情感和品牌参与度），本研究采用了基于在线调查的实验，并揭示了企业社会责任海报类型（餐饮品牌与非营利组织）、品牌信任、品牌情感和品牌参与度之间的有意义关联。实证结果表明，非营利组织对品牌信任和品牌情感的影响比餐饮品牌更大。此外，在非营利组织的情况下，品牌信任和品牌情感受品牌参与度的影响明显强于餐饮品牌。基于实证结果，本研究为餐饮公司在社交媒体上的企业社会责任传播提供了若干理论和管理启示。
