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Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR

Dunn, Katherine; Harness, David

Authors

Katherine Dunn

David Harness



Abstract

© 2019, © 2019 Westburn Publishers Ltd. Social media is increasingly used to communicate corporate social responsibility (CSR). Stakeholders respond to CSR messages with user-generated content (UGC), signalling approval or disapproval, potentially shaping consumers’ perceived legitimacy and scepticism towards CSR. Few studies have explored how UGC shapes these consumer responses. In the context of the UK food retail industry, this study explored what makes UGC more or less believed than company-generated CSR communication on social media. Through qualitative inquiry, the study identified that unique characteristics of social media, such as system-generated cues, lead UGC to be more believed than company-generated content, shaping perceived legitimacy. The study indicates the risks of communicating CSR through social media may be greater than previously suggested. It identifies recipient-related conditions under which these risks can be minimised.

Citation

Dunn, K., & Harness, D. (2019). Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR. Journal of marketing management, 35(9-10), 886-915. https://doi.org/10.1080/0267257X.2019.1605401

Journal Article Type Article
Acceptance Date Feb 13, 2019
Online Publication Date May 20, 2019
Publication Date Jun 13, 2019
Deposit Date Jun 6, 2022
Journal Journal of Marketing Management
Print ISSN 0267-257X
Electronic ISSN 1472-1376
Publisher Routledge
Peer Reviewed Peer Reviewed
Volume 35
Issue 9-10
Pages 886-915
DOI https://doi.org/10.1080/0267257X.2019.1605401
Keywords CSR; Social media; User-generated content; Scepticism; Legitimacy; Consumers
Public URL https://hull-repository.worktribe.com/output/3593705