Measuring the Influence of Social Media Messages on Stakeholders’ Perceptions of Corporate Social Responsibility and Purchase Intent

Open Access
Author:
Laubscher, Kristen Lynn
Area of Honors:
Advertising/Public Relations
Degree:
Bachelor of Arts
Document Type:
Thesis
Thesis Supervisors:
  • Michel M Haigh, Thesis Supervisor
  • Michel M Haigh, Honors Advisor
  • William Michael Mahon Iii, Faculty Reader
Keywords:
  • Social Media
  • Corporate Social Responsibility
  • CSR
  • Purchase Intent
  • Facebook
  • Instagram
  • Stakeholder Attitudes
Abstract:
This study examined differences in types of social media messages posted by Kellogg’s on Facebook and Instagram. Results indicate Instagram messages significantly increased stakeholders’ purchase intent compared to Facebook messages. In addition, corporate social responsibility messages had a positive influence on stakeholders’ perceptions of the organization’s corporate social responsibility and organization-public relationships. This study compared attitudes towards the organization before and after viewing a social media message. Perceptions of the organization’s reputation positively increased after viewing a social media message. This study expands previous research on websites and Facebook posts by analyzing Instagram messages.