Business Potential of Corporate Social Responsibility : studying the impact of corporate social responsibility, through social media electronic word of mouth, on consumers’ brand attitude and purchasing intention
Tondu, Lucas (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023051811608
https://urn.fi/URN:NBN:fi:amk-2023051811608
Tiivistelmä
Considering the environmental, social, economic and ethical issues of tomorrow's world, it would be inconceivable that economic operators do not think of using Corporate Social Responsibility (CSR) to their own advantage to develop commercial strategies. CSR is actually already used by these very operators since much longer than we might think. The present study intents to research on the topic of CSR as this concept can have different and various effects on the organizations investing in it. These impacts can be various,
and take forms of variables such as the purchasing intention or the purchasing attitude through the electronic word of mouth on social media. The current study objective is to determine what outcomes businesses can experience from investing CSR. Hopefully, after reading the results of the current research, some organizations will consider investing in CSR. Indeed, this investment can answer the current environmental and societal challenges. Indeed, CSR makes a lot of sense for organizations in a world where
most societies and communities feel concerned and care about environmental and societal issues. The author has critically reviewed previous studies on this topic, and compared their findings. The current study findings are presented in the form of diagrams, mostly mind maps, which helps the understanding of both the direct and indirect impacts CSR has on various variables. This study found through the previous empirical studies what possible impact could CSR have on organizations. Theses impacts are multiple such
as: brand loyalty, purchase intention, brand credibility, and consumer trust. It has been determined that CSR, when properly communicated by organizations, can influence key organizational variables such as the purchase intention or the brand loyalty. The majority of the previous work examined showed that CSR has a positive impacts; however, some studies have mentioned the CSR limits and its potential risks.
and take forms of variables such as the purchasing intention or the purchasing attitude through the electronic word of mouth on social media. The current study objective is to determine what outcomes businesses can experience from investing CSR. Hopefully, after reading the results of the current research, some organizations will consider investing in CSR. Indeed, this investment can answer the current environmental and societal challenges. Indeed, CSR makes a lot of sense for organizations in a world where
most societies and communities feel concerned and care about environmental and societal issues. The author has critically reviewed previous studies on this topic, and compared their findings. The current study findings are presented in the form of diagrams, mostly mind maps, which helps the understanding of both the direct and indirect impacts CSR has on various variables. This study found through the previous empirical studies what possible impact could CSR have on organizations. Theses impacts are multiple such
as: brand loyalty, purchase intention, brand credibility, and consumer trust. It has been determined that CSR, when properly communicated by organizations, can influence key organizational variables such as the purchase intention or the brand loyalty. The majority of the previous work examined showed that CSR has a positive impacts; however, some studies have mentioned the CSR limits and its potential risks.