首页 | 本学科首页   官方微博 | 高级检索  
     检索      


Restaurant chain’s corporate social responsibility messages on social networking sites: The role of social distance
Institution:1. 420 Elliott Hall, School of Business Administration, Oakland University, 2200 N. Squirrel Rd., Rochester, MI, 48309, United States;2. 312 Elliott Hall, School of Business Administration, Oakland University, 2200 N. Squirrel Rd., Rochester, MI, 48309, United States;3. 304 Elliott Hall, School of Business Administration Oakland University, 2200 N. Squirrel Rd., Rochester, MI, 48309, United States;4. 340 Elliott Hall, School of Business Administration, Oakland University, 2200 N. Squirrel Rd., Rochester, MI, 48309, United States;1. LCB Hospitality Management, Sookmyung Women’s University, South Korea;2. School of Hospitality Management, The Pennsylvania State University, U.S.A;3. School of Tourism Management, Sun Yat-sen University, China;1. Florida State University, Dedman School of Hospitality, B4113 University Center, 288 Champions Way, Tallahassee, FL 32306, United States;2. Florida State University, Dedman School of Hospitality, B4114 University Center, 288 Champions Way, Tallahassee, FL 32306, United States;3. Michigan State University, The School of Hospitality, Business 645 N Shaw Lane, Room 241, East Lansing, MI 48824, United States;1. School of Business, University of the Thai Chamber of Commerce, 126/1 Vibhavadee-Rangsit Rd, Dindaeng, Bangkok 10400, Thailand;2. Griffith Business School, Department of Tourism, Leisure, Hotel and Sport Management, Gold Coast campus, Griffith University, PMB 50 Gold Coast Mail Centre Queensland, 9726, Australia;1. Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Polytechnic Institute and State University, Blacksburg, United States;2. Department of Food & Nutrition, College of Human Ecology, Yonsei University, Republic of Korea;1. University of Pisa, Department of Economics and Management, Via Ridolfi 10, 56124 Pisa, Italy;2. University of Bologna, Department of Management, Via Capo di Lucca 34, 40126 Bologna, Italy;3. University of Portsmouth, Department of Marketing and Sales, Portland Street, PO13DE, UK;4. Rosen College of Hospitality Management, The University of Central Florida, 9907 Universal Blvd., Orlando, FL, 32819, USA
Abstract:Considering the large influence of social media on the restaurant chain industry, finding effective communication strategies to interact with customers is critically important. The purpose of the study was to investigate how restaurant chain’s CSR messages on social networking sites affect brand value and social distance. Data were collected from 403 social media users with a dining experience at a U.S. restaurant chain. A two-step structural equation model and a two by two between-subject experimental design were conducted for this study. The perception of CSR messages on SNS positively affects customer’s social distance and the restaurant’s brand credibility, and consequently enhance the brand equity. Restaurant chain’s concrete (vs. abstract) CSR messages on SNS has a positive influence on customers’ brand equity when their social distance is close (vs. distant). The study highlights the importance of shortening social distance to enhance brand equity when developing CSR messages on SNS.
Keywords:CSR messages on SNS  Social distance  Brand credibility  Brand equity  Restaurant chain
本文献已被 ScienceDirect 等数据库收录!
设为首页 | 免责声明 | 关于勤云 | 加入收藏

Copyright©北京勤云科技发展有限公司  京ICP备09084417号