earticle

영어

Based on the stakeholder theory and the CSR communication model, which are informed by models in public relations, this study proposed and examined two key factors of social media strategies that contribute to raising the public's positive perception of stakeholder engagement in CSR, which in turn leads to positive CSR reputation and behavioral intentions. A 2(communication on CSR building strategies: top-down vs. co-creation) x 2 (social media communication strategy: responsive communication vs. involvement communication strategy) full factorial design online experiment was conducted. The results showed that communication about the co-creative approach of CSR development leads to positive perceptions of stakeholder CSR engagement. Stakeholder involvement social media communication strategies also elicited positive perceptions of stakeholder engagement in CSR. The use of stakeholder involvement communication strategies on social media has been shown to partially offset the negative impact of a top-down approach in CSR development. This study demonstrates the impact of two proposed factors on CSR outcomes by linking stakeholder engagement perceptions of CSR with CSR reputation, supportive communication intentions, and purchase intentions, which are in part mediated by trust in commitment. These findings enhance our understanding of how to effectively engage stakeholders in CSR on social media by providing both theoretical and practical implications.