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How “Tweet” Tones Can Explain Consumer Beliefs In Csr, Kristina M. Harrison, Lei Huang
How “Tweet” Tones Can Explain Consumer Beliefs In Csr, Kristina M. Harrison, Lei Huang
Association of Marketing Theory and Practice Proceedings 2023
This research examines what can be learned about consumers’ opinions tweeted out about them over social media. The valence and tweet character with the type of CSR/CSR related fraud is specifically examined in order to understand consumers’ beliefs about firm CSR use as well as firm confidence. This was conducted via an experimental design manipulating the type of CSR used and related fraud, and then participants responded to the events via simulated tweets and responded to questions about their beliefs in firms engaging in CSR as well as their overall confidence in a firm. Through applying how individuals assess moral …