Exploring the effects of social media features on the publics' responses to decreased usage CSR messages

Purpose The purpose of this paper is to examine the way the message source and presence of positive social cues influence the evaluations (attitude toward the corporate social responsibility (CSR) message and company, and word-of-mouth intention to support the campaign) of the decreased use CSR messages on Facebook. Design/methodology/approach In the context of Facebook, this study adopted 2 (message source: a CSR message in a sponsored ad format vs a CSR message posted by another Facebook user) x 2 (social cue: highly salient, positive social cues vs no social cues) factorial experimental design. Findings The main effects of message source types and presence of positive social cues on decreased usage CSR campaigns proved to be effective in generating better consumer responses to the company and campaign. Research limitations/implications The findings are expected to advance the CSR literature by offering a detailed understanding of CSR campaigns that discourage consumption of the company's own product to support a social cause. It is suggested to test the effects with other CSR examples to increase the ability to generalize the results further. Practical implications The results suggest campaign strategies on social media for public relations practitioners and corporate managers who work for companies conducting social responsibility campaigns that discourage consumption of their own products. Originality/value This study contributes to the CSR literature by examining the concept of CSR campaigns that advocate decreased usage, which has received scant scholarly attention to date.