Interdependent self-construal and number of Twitter followers: consumer responses to alcohol industry corporate social responsibility (CSR) campaign on Twitter

Abstract

Twitter has become an important means of communicating alcohol industry CSR campaigns. However, little is known about individual differences in consumer responses to CSR campaigns in the context of Twitter. An online experiment was conducted to explore the effects of interdependent self-construal on purchase and electronic word of mouth intentions through attitudes toward CSR campaigns on Twitter. Results found that the indirect effects were stronger when the number of Twitter followers was higher. Also, the indirect effects were presented for females, but not for males. Theoretical and managerial implications of these findings were also discussed in more detail.

Keywords:

• Corporate social responsibility
• Interdependent self-construal
• Number of Twitter followers

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Jinho Joo

Jinho Joo (MA, University of Wyoming) is a PhD candidate at Edward R. Murrow College of Communication, Washington State University. His primary research interests are the application of cultural values to CSR advertising CONTACT: [email protected]

Yoon-Joo Lee

Yoon-Joo Lee (PhD, University of Tennessee) is an associate professor at Edward R. Murrow College of Communication, Washington State University. Her primacy research interests are the roles of consumers’ underlying self-value and motives in perceiving CSR advertising and advocacy advertising.

Hye Jin Yoon

Hye Jin Yoon (PhD, University of Georgia) is an associate professor at Grady College of Journalism and Mass Communication, University of Georgia. Her primacy research interests include humor effects, pro-social issues, and digital media effects in advertising.