Title: Facebook as a new advertising channel for CSR campaigns

Authors: Teresa Treviño

Addresses: Tecnológico de Monterrey, Campus Monterrey, Ave. Eugenio Garza Sada 2501 Sur, Col. Tecnológico, Monterrey, N.L., ZC 64849, México

Abstract: Today, marketers are starting to promote their CSR initiatives through the most popular SNS, such as Facebook and Twitter. However, little research has taken into consideration CSR campaigns promoted in SNS, and how consumers react to them. This conceptual paper submits the factors that influence consumer decisions to join a brand page in Facebook with a CSR oriented campaign: a) information of the company; b) personal concerns on the cause; c) image of the company; d) credibility of CSR initiatives; e) influence of peer-groups; f) self-brand congruity; g) perceived invasiveness; h) privacy concerns. All of these factors are expected to have a positive impact on consumer's attitudes toward the CSR campaign, except for perceived invasiveness and privacy concerns, which are anticipated to impact in a negative way.

Keywords: social media advertising; CSR campaigns; Facebook; advertising channels; corporate social responsibility; consumer decisions; brand pages; consumer behaviour; corporate image; company information; credibility; peer group influence; self-brand congruity; perceived invasiveness; privacy concerns.

DOI: 10.1504/IJBE.2016.076630

International Journal of Business Environment, 2016 Vol.8 No.2, pp.176 - 189

Received: 04 Nov 2015
Accepted: 25 Feb 2016
Published online: 17 May 2016 *

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