The impact of consumers’ choice and perceptions of interactivity on social responsibility campaigns through social media

• 영문명: The impact of consumers’ choice and perceptions of interactivity on social responsibility campaigns through social media
• 발행기관: 한국광고PR실학회
• 저자명: Juran Kim Ki Hoon Lee
• 간행물 정보: 『광고PR실학연구』제9권 제4호, 236~254쪽, 전체 19쪽
• 주제분류: 사회과학 > 사회과학일반
• 파일형태: PDF
• 발행일자: 2016.01.01

영문 초록

Social responsibility campaigns through social media allow individuals to build and maintain interactive connections with others while recognizing their mutual interests in social causes. In this study, the authors focus on the social media context and clarify (1) how choice of cause allows consumers to perceive that they are interacting with campaigns and (2) how consumer involvement enhances or limits the effects of choice. A field experiment is used to investigate relationships between consumers’ choice, perceived interactivity, attitude, and purchase intention, and to consider involvement’s moderating effects on those relationships. This study indicates that consumer choice versus company choice in a social responsibility campaign positively affects perceived interactivity, but only for groups who are highly involved in the cause. In addition, involvement moderates the relationships between the consumers’ choice and perceived interactivity.

목차

Introduction

Choice in social responsibility campaigns

Methods

Results

Discussion

References

키워드

choice involvement interactivity social media social responsibility campaigns