This research examines what can be learned about consumers’ opinions tweeted out about them over social media. The valence and tweet character with the type of CSR/CSR related fraud is specifically examined in order to understand consumers’ beliefs about firm CSR use as well as firm confidence. This was conducted via an experimental design manipulating the type of CSR used and related fraud, and then participants responded to the events via simulated tweets and responded to questions about their beliefs in firms engaging in CSR as well as their overall confidence in a firm. Through applying how individuals assess moral judgements via ethical philosophies (idealism vs. relativism) and how those apply to the types of “tweets” made (emotional vs. rational), it was found that the valence and character of a tweet coupled with the CSR type and the related CSR fraud can be used to understand CSR beliefs and confidence in the firm. Additionally, it was found that tweet valence (positive or negative) moderated by the tweet character (emotional vs. rational) impacts the beliefs that firms should engage in CSR. Therefore, after a fraud and related negative buzz, it is recommended that firms withhold broadcasting their CSR activities.
Harrison, K. M. and Huang, L. (2023). How “tweet” tones can explain consumer beliefs in CSR" (2023). Association of Marketing Theory and Practice Proceedings 2023. 11. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2023/11