Resumen de CSR communication through social media: A neurophysiological and self-reported perspective
After more than 30 years of interest, Corporate Social Responsibility (CSR) remains a strongly relevant topic in academic research and the managerial world. After CSR formulation, CSR communication becomes a crucial decision that connects the brand with its stakeholders, particularly with customers. Social media have become a preeminent option to inform about and persuade with CSR, both due to their acceptance and intensity of use among customers and the possibilities they offer in terms of interaction, diffusion and effect on positive attitudes and behaviors towards the brand.CSR communication, also known as cause related marketing (CRM) from an advertising perspective, influences the customer based on different aspects of the visual presentation of the message. This thesis considers three variables of interest. First, message source, as a key element in establishing message credibility. Second, cause brand-fit or visual focus of the CRM initiative, which establishes the relationshipbetween the brands activity and the cause that is involved in CSR. Third, the emotionality in pictorial content, which may affect processing fluency. The effects of these manipulated variables are considered upon customer perceptions (i.e. CSR perceptions, corporate image or visual attention), attitudes (i.e. trust, customercompany identification) and behavioral intentions (i.e. customer engagement, cause participation, brand advocacy). The studies included in the thesis are developed in tourist services (hotels and restaurants) and self-reported techniques are combined with non-conscious measures for data collection. The results show that CSR perceptions out of CRM communication through social media yield customer engagement, cause participation intention and consumer advocacy. User-generated content (UGC) as message source fosters reliance on CSR messages more than corporate senders. Visual attention to the picture and brand feedback in social media posts affects evoked attitudes and behavioral intentions towards the brand. Visual attention also varies according to the execution style of CRM through visual-based social media, and specifically influences brand advocacy when there is a product-focussed CRM initative. The results of this thesis actively contribute to persuasion theory, theoretical streams from consumer behavior (i.e. trust-commitment theory, social identity theory, persuasion theory) and models and theories related to visual attention and mental processing (i.e. AC-TEA model, selective exposure theory, processing fluency theory), providing new insights from CSR communication, CRM and social media. Implications are also provided to managers and marketing experts in the hospitality industry.
