CSR Engagement and Identification with the Moderating Effect of Social Capital and Construal Level

Abstract

Aims: Previous research has primarily focused on companies’ overall use of Facebook and message strategies on CSR-dedicated Facebook pages. The current research is developed to fill this gap in the literature. Specifically, we propose how the quantity of Facebook use (number of Facebook friends, time spent using Facebook) and motivations for accessing Facebook (making new friends, maintaining ties with current friends) relate to consumer engagement in CSR initiatives and consumer identification in both direct and moderating routes. Furthermore, the current research integrates and proposes multiple moderators under a theoretical framework of social capital and construal level theories. Methods: A literature review integrated with theoretical background leads to propositions. Conclusions: Given the fact that Facebook has grown to be the most popular social networking site (SNS), companies have begun to adopt the platform in their corporate social responsibility (CSR) communication. This research not only fills the literature gaps of CSR initiatives and moderators on SNS, Facebook in particular but also these propositions can provide more possibilities for companies to reconsider and redesign their CSR strategy and program via SNS.