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Determinants of Electronic Word-of-Mouth on Social Networking Sites About Negative News on CSR

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Abstract

Social network sites are a new communication channel to convey CSR information. They are interactive channels that let users participate, spread content and generate positive and negative electronic word-of-mouth about companies (eWOM) that can dramatically affect their reputation and future business. To identify the factors behind this behaviour, we designed a causal model to explain the intention to both comment on and share a negative corporate social responsibility (CSR) news posted on Facebook. We included the following as explanatory variables: social consciousness, environmental consciousness, information usefulness, corporate image and attitude towards sharing and commenting on CSR news. We surveyed 208 Facebook users who evaluated a fictitious news item about an environmental issue. We observed that social and environmental consciousness influences the usefulness of information and the attitude towards behaviour, which may explain the eWOM intention of the specific news. However, corporate image can cause people to refrain from generating eWOM and spreading the news on their friend social network.

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Authors and Affiliations

  1. Business Administration Department, University of Cantabria, Cantabria, Spain

    Maria del Mar García-de los Salmones, Angel Herrero & Patricia Martínez

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  1. Maria del Mar García-de los Salmones
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Appendices

Appendix 1: Research Stimulus

figure a

Appendix 2: Measurement Scales

Behavioural intentions (Herrero et al. 2017).

INT1

I intend to use SNSs to share and comment on this piece of news

INT2

I will probably use SNSs to share and comment on this piece of news

INT3

I decided to use SNSs to share and comment on this piece of news

Information value (Herrero et al. 2015).

INFV1

I consider that this piece of news provides useful information

INFV2

I consider that this piece of news provides valuable information

INFV3

I consider that this piece of news provides important information

Corporate image (Lafferty et al. 2002)

CIMA1

I have a good image of the NH company

CIMA2

I value the NH company positively

CIMA3

My attitude towards the NH company is favourable

Attitude (Venkatesh et al. 2003; Herrero and San Martin 2012)

ATT1

I think it is a good idea to share and comment on CSR news on SNSs

ATT2

I like the idea of sharing and commenting on CSR news on SNSs

ATT3

It seems interesting to share and comment on CSR news on SNSs

Social consciousness (Walker and Kent 2013)

SOCC1

I consider myself a person concerned about what happens in society

SOCC2

I consider myself a person committed to my society

SOCC3

I consider myself to be a socially conscious person

Environmental consciousness (Schlegelmilch and Bohlen 1996)

ENVC1

I consider myself to be a person sensitive to environmental problems

ENVC2

I think it is important to protect the environment

ENVC3

I am concerned about my impact on the environment

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Mar García-de los Salmones, M., Herrero, A. & Martínez, P. Determinants of Electronic Word-of-Mouth on Social Networking Sites About Negative News on CSR. J Bus Ethics 171, 583–597 (2021). https://doi.org/10.1007/s10551-020-04466-9

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