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

Dunn, Katherine; Harness, David

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