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Explaining Viral CSR Message Propagation in Social Media: The Role of Normative Influences

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Abstract

As companies increasingly communicate CSR initiatives through social media, viral message propagation has become a crucial prerequisite for CSR success. Evidence from two experimental studies, one based on a national representative online sample, shows that social media peers’ endorsement of a CSR message in terms of number of shares, likes and positive replies contributes to an individual’s intention to share it on the social network and thereby participate in message propagation, and that this process can be explained by normative influences exerted by the social media community through the activation of injunctive and descriptive norms, as well as social identity motives. Findings further confirmed that the norm-activating effects of social media endorsement are moderated by the empowering qualities of the CSR message, the sharing source of the message by affecting CSR credibility, and the recipient’s interdependent self-construal. Corporate communication managers are advised to achieve a high degree of initial social media endorsement of their CSR message, for recipients of the message to perceive social pressure motivating message sharing with their social media peers.

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Acknowledgements

This research was supported by the Spanish Government and European Regional Development Fund [Grant Numbers ECO2016-76348-R, AEI/FEDER, UE], the Basque Government [Grant Numbers GIC 15/128; IT-952-16] and FESIDE Foundation.

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  1. Faculty of Economics and Business Administration, University of the Basque Country UPV/EHU, Avda. Lehendakari Aguirre 83, 48015, Bilbao, Spain

    Patrick Hartmann, Paula Fernández & Vanessa Apaolaza

  2. Faculty of Business Administration and Economics, European University Viadrina, Scharrnstrasse 59, 15230, Frankfurt (Oder), Germany

    Martin Eisend

  3. La Trobe Business School, College of Arts, Social Sciences & Commerce, La Trobe University, Plenty Rd. & Kingsbury Dr., Bundoora, Melbourne, VIC, 3086, Australia

    Clare D’Souza

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Hartmann, P., Fernández, P., Apaolaza, V. et al. Explaining Viral CSR Message Propagation in Social Media: The Role of Normative Influences. J Bus Ethics 173, 365–385 (2021). https://doi.org/10.1007/s10551-020-04540-2

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