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The impact of consumers’ choice and perceptions of interactivity on social responsibility campaigns through social media

이기훈|김주란
한국광고PR실학회 (The Korean Advertising & PR Practitioners Society)|2016.12|광고PR실학연구 (Journal of Practical Research in Advertising and Public Relations)|제9권 제4호|pp. 236-254|DOI 10.21331/jprapr.2016.9.4.010

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키워드

social mediainteractivitychoiceinvolvementsocial responsibility campaigns

초록

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.

Abstract

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.

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