Consumer engagement through corporate social responsibility communication on social media: Evidence from Facebook and Instagram Bank Accounts

Luca Simone Macca; Jacopo Ballerini; Gabriele Santoro; Marina Dabić

doi:10.1016/j.jbusres.2023.114433

Consumer engagement through corporate social responsibility communication on social media: Evidence from Facebook and Instagram Bank Accounts

Luca Simone Macca^*
, Jacopo Ballerini
, Gabriele Santoro
, Marina Dabić

^*Corresponding author for this work

Marketing

Research output: Contribution to Journal › Article › Academic › peer-review

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Abstract

This paper investigates the impact of corporate social responsibility (CSR) communication through social media on consumer engagement, focusing on the top 15 European banks' social media accounts. Drawing on stakeholder theory and customer engagement perspective, this study analyzes banks' content posted on Facebook and Instagram from January 2021 to December 2022. The research employs multiple regression analysis to assess the relationship between CSR dimensions and consumer engagement. Results reveal that two CSR dimensions (employee support and diversity) positively arouse more engagement than non-CSR-related content. Oppositely, other CSR dimensions (environment, community support, product) provide negative or non-statistically significant results compared to non-CSR-related content. This empirical study, utilizing official data from Facebook and Instagram, contributes valuable insights into consumer engagement with CSR-related posts in the banking sector, addressing both scholarly and practical needs for understanding consumer social media engagement dynamics.

Original language	English
Article number	114433
Pages (from-to)	1-17
Number of pages	17
Journal	Journal of Business Research
Volume	172
Early online date	18 Dec 2023
DOIs	https://doi.org/10.1016/j.jbusres.2023.114433
Publication status	Published - Feb 2024

Bibliographical note

Publisher Copyright:
© 2023 The Author(s)

Funding

The authors acknowledge that the “Writing – original draft” role of the CRediT authorship contribution statement is attributed respectively to Luca Simone Macca regarding sections 1, 2, 3, 7, 8, 9 and Jacopo Ballerini regarding sections 4, 5, 6. The authors also acknowledge that Jacopo Ballerini only contributed to the “Writing – review & editing” of section 9. The authors presented a preliminary version of this study at the 18th Academy of Innovation, Entrepreneurship and Knowledge (ACIEK) Conference held in Madrid, Spain, on the 22nd of June 2023, and at the 15th Annual Euromed Academy of Business (ΕMAB) Conference held in Palermo, Italy, on the 22nd of September 2022. The authors thank the managing editors, anonymous reviewers, and conference panel members for their constructive feedback and comments that made this work publishable.

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

Banking industry
Consumer engagement
Corporate Social Responsibility
CSR communication
Social media
Social media engagement

Access to Document

10.1016/j.jbusres.2023.114433Licence: CC BY

EDITORIAL VERSIONFinal published version, 1.02 MBLicence: CC BY

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title = "Consumer engagement through corporate social responsibility communication on social media: Evidence from Facebook and Instagram Bank Accounts",

abstract = "This paper investigates the impact of corporate social responsibility (CSR) communication through social media on consumer engagement, focusing on the top 15 European banks' social media accounts. Drawing on stakeholder theory and customer engagement perspective, this study analyzes banks' content posted on Facebook and Instagram from January 2021 to December 2022. The research employs multiple regression analysis to assess the relationship between CSR dimensions and consumer engagement. Results reveal that two CSR dimensions (employee support and diversity) positively arouse more engagement than non-CSR-related content. Oppositely, other CSR dimensions (environment, community support, product) provide negative or non-statistically significant results compared to non-CSR-related content. This empirical study, utilizing official data from Facebook and Instagram, contributes valuable insights into consumer engagement with CSR-related posts in the banking sector, addressing both scholarly and practical needs for understanding consumer social media engagement dynamics.",

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AU - Santoro, Gabriele

AU - Dabić, Marina

PY - 2024/2

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N2 - This paper investigates the impact of corporate social responsibility (CSR) communication through social media on consumer engagement, focusing on the top 15 European banks' social media accounts. Drawing on stakeholder theory and customer engagement perspective, this study analyzes banks' content posted on Facebook and Instagram from January 2021 to December 2022. The research employs multiple regression analysis to assess the relationship between CSR dimensions and consumer engagement. Results reveal that two CSR dimensions (employee support and diversity) positively arouse more engagement than non-CSR-related content. Oppositely, other CSR dimensions (environment, community support, product) provide negative or non-statistically significant results compared to non-CSR-related content. This empirical study, utilizing official data from Facebook and Instagram, contributes valuable insights into consumer engagement with CSR-related posts in the banking sector, addressing both scholarly and practical needs for understanding consumer social media engagement dynamics.

AB - This paper investigates the impact of corporate social responsibility (CSR) communication through social media on consumer engagement, focusing on the top 15 European banks' social media accounts. Drawing on stakeholder theory and customer engagement perspective, this study analyzes banks' content posted on Facebook and Instagram from January 2021 to December 2022. The research employs multiple regression analysis to assess the relationship between CSR dimensions and consumer engagement. Results reveal that two CSR dimensions (employee support and diversity) positively arouse more engagement than non-CSR-related content. Oppositely, other CSR dimensions (environment, community support, product) provide negative or non-statistically significant results compared to non-CSR-related content. This empirical study, utilizing official data from Facebook and Instagram, contributes valuable insights into consumer engagement with CSR-related posts in the banking sector, addressing both scholarly and practical needs for understanding consumer social media engagement dynamics.

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KW - Consumer engagement

KW - Corporate Social Responsibility

KW - CSR communication

KW - Social media

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Consumer engagement through corporate social responsibility communication on social media: Evidence from Facebook and Instagram Bank Accounts

Abstract

Bibliographical note

Funding

UN SDGs

Keywords

Access to Document

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