How does dialogic corporate social responsibility communication affect online brand advocacy? The role of other-regarding preferences

IF 9.9 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Hospitality Management Pub Date : 2024-10-20 DOI:10.1016/j.ijhm.2024.103950
Kyong Sik Sung , Chen-Wei (Willie) Tao , Seoki Lee
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Abstract

The importance of facilitating dialogic communication using online tools is evident by the increasing use of social media to communicate CSR initiatives and engage with stakeholders by restaurant firms. However, existing studies have been limited to the perspective of emphasizing symmetric communication on social media platforms. This study suggests that ‘creating shared value (CSV), empathy, and social identity’ function as the Other-Regarding Preferences mechanism which mediates the impact of dialogic CSR communication on online brand advocacy (OBA) based on dialogic communication theory. Participants (n=743) who followed their favorite restaurant’s Twitter account and had experience of engaging with the restaurant firm’s CSR-related postings were recruited through a crowd-sourcing platform. SEM was conducted to test the conceptual model and hypotheses. The findings showed that through consumers’ perceptions of restaurant firms’ CSV strategy and social identity, restaurant firms’ dialogic CSR communication can positively influence OBA. Theoretical and managerial implications are discussed.
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对话式企业社会责任传播如何影响网络品牌宣传?他律偏好的作用
餐饮企业越来越多地使用社交媒体来传播企业社会责任倡议并与利益相关者互动,这表明了使用在线工具促进对话式沟通的重要性。然而,现有研究仅限于强调社交媒体平台上的对称沟通。本研究基于对话式传播理论,认为 "创造共享价值(CSV)、同理心和社会认同 "作为 "他律偏好"(Other-Regarding Preferences)机制,可以调节对话式企业社会责任传播对在线品牌倡导(OBA)的影响。研究通过众包平台招募了关注自己喜爱的餐厅的推特账号并有参与该餐厅企业社会责任相关发布经验的参与者(n=743)。为检验概念模型和假设,进行了 SEM 检验。研究结果表明,通过消费者对餐饮企业 CSV 战略和社会认同的感知,餐饮企业的对话式企业社会责任传播可以对 OBA 产生积极影响。本文还讨论了理论和管理意义。
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来源期刊
International Journal of Hospitality Management
International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
21.20
自引率
9.40%
发文量
218
审稿时长
85 days
期刊介绍: The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.
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