The Effect of Number of Follower Cues and Organization Type on Perceived Social Norm Responses to CSR Campaigns on Social Media: A Gender Comparison

Abstract

This study examined how social norms can be formed differently across gender in the context of perceiving an alcohol company’s corporate social responsibility (CSR) campaigns on social media (Facebook and Twitter). Even though social norms have been known to be powerful factors in generating positive attitudes and behavior, few studies have examined the boundary conditions and the antecedents of perceived social norm formation in the context of controversial CSR campaigns, such as drunk-driving prevention by alcohol companies. The findings revealed that there were gender differences utilizing number of followers on CSR social media pages; males more than females relied on number of followers when forming social norm perceptions. However, a follow-up study revealed that the organization type mattered (nonprofit versus profit) when males and females utilized high follower numbers; females, compared to males, had higher perceived social norms when the source was a nonprofit. Perceived prestige of the organization emerged as a significant mediator to perceived social norms, which positively impacted organization evaluation. Further theoretical and managerial implications are discussed.

Keywords:

• Corporate social responsibility
• gender
• status
• system-generated cues