From screen to service: how corporate social responsibility messages on social media shape hotel consumer advocacy

ABSTRACT

This research attempts to investigate corporate social responsibility (CSR) and consumers’ advocacy behavior (CAB) association in the hotel services sector of a developing economy. Furthermore, this study explores how hotel consumers’ emotions and values mediate and moderate their CAB. This is accomplished by introducing two mediating variables, consumer happiness and warm glow, and altruistic values as a moderator. The data were obtained from hotel consumers with the help of an adapted questionnaire. The structural analysis indicated that CSR communication on social media by hotel services organizations positively predicted CAB, while consumer happiness and warm glow served as mediators to explain this relationship. Our results also confirmed the moderating effect of altruistic values. Several theoretical and practical implications can be drawn from this study. For example, our study highlights the important role of social media as an effective medium to communicate CSR-related information with hotel consumers to bolster their advocacy intentions.

摘要

本研究试图调查发展中经济体酒店服务部门的企业社会责任 (CSR) 和消费者倡导行为 (CAB) 协会. 此外,本研究还探讨了酒店消费者的情绪和价值观如何调节和调节他们的 CAB. 这是通过引入两个中介变量来实现的,即消费者的幸福感和温暖的光芒,以及作为调节因素的利他主义价值观. 这些数据是在经过调整的问卷调查的帮助下从酒店消费者那里获得的. 结构分析表明,酒店服务机构在社交媒体上的 CSR 传播对 CAB 有正向预测作用,而消费者幸福感和温暖的光芒则是解释这种关系的中介. 我们的研究结果也证实了利他主义价值观的调节作用. 从这项研究中可以得出一些理论和实践启示. 例如,我们的研究强调了社交媒体作为一种有效媒介的重要作用,它可以与酒店消费者交流企业社会责任相关信息,以增强他们的宣传意图.

KEYWORDS:

• Personal values
• emotions
• corporate social responsibility
• hospitality services
• altruism

Disclosure statement

No potential conflict of interest was reported by the author(s).