Consumers’ engagement with corporate social responsibility (CSR) communication in social media: Evidence from China and the United States

This study investigates cross-cultural differences between Chinese and American consumers in the relationships of electronic word-of-mouth (eWOM) intentions and consumers’ engagement with CSR communication through social media with three antecedents: (1) attitude toward CSR in social media, (2) peer communication about CSR activities, and (3) opinion leadership characteristics. An online survey was conducted with samples of social media users in China and the U.S. Results from the multiple-group analysis show that the degree of impact of the three antecedents varies significantly between consumers in China and the U.S. Specifically, the influence of attitudes toward CSR in social media on consumers’ engagement with CSR communication in social media is stronger for the Chinese participants than for the U.S. participants. In addition, peer communication and opinion leadership characteristics have significantly stronger effects on consumers’ engagement with CSR communication via social media for the Chinese participants than for the U.S. participants.