社交媒体上的企业社会责任传播与消费者品牌参与:以香港酒店为例

Translated title of the contribution: Corporate Social Responsibility Communications on Social Media and Consumers’ Brand Engagement: A Case Study of Hotels in Hong Kong

Cheuk Hei CHUNG, Lisa Gao, Daniel Leung

Research output: Journal article publicationJournal articleAcademic researchpeer-review

2 Citations (Scopus)

Abstract

This paper aims to investigate how the communication of the three major types of corporate social responsibility (CSR) initiatives (i.e. environmental, societal and stakeholders’ CSR) on Facebook affect consumers’ brand engagement. A preliminary content analysis on 100 hotels’ Facebook was conducted to identify the current usage of Facebook for CSR communication among hotel firms in Hong Kong. Then, a consumer survey was conducted with 314 Facebook users in order to collect data for testing the conceptual framework. The empirical findings unveil that disclosure of societal CSR on Facebook has a strong explanatory power of consumer brand engagement, whereas that of environmental CSR was close to reasonable. This study provides insights into hotel firms’ usage of Facebook as a platform for CSR communication. The findings might ease industry practitioners’ apprehension of disclosure of CSR initiatives on Facebook.

Translated title of the contributionCorporate Social Responsibility Communications on Social Media and Consumers’ Brand Engagement: A Case Study of Hotels in Hong Kong
Original languageChinese (Simplified)
Pages (from-to)547-565
Number of pages19
JournalJournal of China Tourism Research
Volume16
Issue number4
DOIs
Publication statusPublished - 1 Oct 2020

Keywords

  • Brand engagement
  • CSR communications
  • facebook
  • hotels
  • social media

ASJC Scopus subject areas

  • Cultural Studies
  • Language and Linguistics
  • Linguistics and Language
  • Tourism, Leisure and Hospitality Management

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