Earticle

초록

영어

Social responsibility campaigns through social media allow individuals to build and maintain interactive connections with others while recognizing their mutual interests in social causes. In this study, the authors focus on the social media context and clarify (1) how choice of cause allows consumers to perceive that they are interacting with campaigns and (2) how consumer involvement enhances or limits the effects of choice. A field experiment is used to investigate relationships between consumers’ choice, perceived interactivity, attitude, and purchase intention, and to consider involvement’s moderating effects on those relationships. This study indicates that consumer choice versus company choice in a social responsibility campaign positively affects perceived interactivity, but only for groups who are highly involved in the cause. In addition, involvement moderates the relationships between the consumers’ choice and perceived interactivity.

목차

Abstract
 Introduction
 Choice in social responsibility campaigns
  Perceived interactivity in social responsibility campaigns
  Involvement as a moderator
 Methods
  Design of the field experiment
  Social media interface of a social responsibility campaign: manipulating independent variables
  Involvement
  Perceived interactivity, attitude, and purchase intention
  Procedure
 Results
  Manipulation check
  Hypotheses tests
 Discussion
 References
 국문초록

키워드

저자

• Juran Kim [ Associate Professor of Marketing, Department of Business Administration, Jeonju University ] 주저자
• Ki Hoon Lee [ Department of Business Administration, Jeonju University ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  광고PR실학연구 [Journal of Practical Research in Advertising and Public Relations]

• 간기

  계간

• pISSN

  2005-2618

• 수록기간

  2008~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 659