Doing good with flow: Unlocking brand passion through virtual CSR co‐creation participation and immersive experiences

Abstract Advancements in social media technology have empowered brands to engage in virtual Corporate Social Responsibility (CSR) co‐creation activities, which are crucial for CSR success and sustainability. Employing four scenario‐based experimental studies (1049 samples in total) alongside analyses of variance (ANOVA) and regression methodologies, we investigate how virtual CSR co‐creation activities impact consumer emotional reactions and branding behaviors. The SPSS software and the Process macro were used for data analysis. The results reveal that higher persistence (Study 1) and deeper participation (Study 2) in virtual CSR co‐creation are more likely to enhance brand passion. Flow experience mediates the above positive relationship between virtual CSR co‐creation and brand passion. Furthermore, when virtual CSR co‐creation activities take place in private settings rather than public settings, the positive effects of consumers' participation persistence and depth on brand passion will be attenuated. This work advances the theoretical understanding of brand passion within the domain of virtual CSR co‐creation. It provides new perspectives and practical implications for enhancing consumer‐brand relationships through virtual CSR co‐creation activities.