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CSR through social media: examining the intervening factors

Sreejesh S. (Indian Institute of Management Kozhikode, Kozhikode, India)
Juhi Gahlot Sarkar (Institute of Management Technology, Ghaziabad, Ghaziabad, India)
Abhigyan Sarkar (Institute of Management Technology, Ghaziabad, Ghaziabad, India)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 20 August 2019

Issue publication date: 17 January 2020



The purpose of this paper is to examine the casual role of consumers’ perceptions of brands’ corporate social responsibility (CSR) motives (self-serving vs society-serving) in influencing consumer–brand relationships. Further, the authors explore the roles of brand initiated CSR activities (e.g. CSR co-creation), social media characteristics (e.g. media richness) and consumer’s community identification in shaping the effect of perceived CSR motive on consumer–brand relationship.


A 2 (CSR motives: self-oriented vs society-oriented) × 2 (CSR co-creation: yes vs no) × 2 (media richness: high vs low) between-subjects experimental design is employed.


The results elucidate that when consumers perceive that CSR is for self-serving (vs society-serving) motive, allowing consumers to co-create CSR in a high media-rich virtual platform enhances consumer–brand relationship quality. In addition, the results also support that the interactions of perceived CSR motives, co-creation and media richness enhance consumer–brand relationship through the mediation of community identification.


The current study draws implications for effective CSR co-creation through rich social media platforms, so as to enhance consumer–brand relationship quality via creating community identification.



S., S., Sarkar, J.G. and Sarkar, A. (2020), "CSR through social media: examining the intervening factors", Marketing Intelligence & Planning, Vol. 38 No. 1, pp. 103-120.



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