Author: Yoon-Joo Lee
, Nicole H. O’sDonnell and Stacy J. T. Hust
Summary:
This study examines the impact of Twitter followers and consumer skepticism on issue support behavior advocated in Twitter-based corporate social responsibility (CSR) communication. A 2-‰Ã—-‰2 experiment demonstrated the interaction effect of the number of followers and consumer skepticism on issue support behavior, drinking and driving prevention behavior. Effects of consumer skepticism on issue support behavior were lessened when participants saw the Twitter-based CSR campaign with a higher number of Twitter followers. The study has implications for system-generated information and CSR skepticism research based on attribution theory.
