The main purpose of this thesis is to investigate the impact of CSR reporting in social media on customer-based brand equity. For a better understanding the mediating effects of brand awareness, corporate image, brand authenticity, and brand loyalty will be assessed. In addition, the effect of CSR reporting in social media on perceived CSR and social media marketing efforts is explored.
This study incorporates the three following research methodologies to analyze and test the seven proposed hypotheses: a survey, in-depth interviews, and content analysis. Using both quantitative and qualitative research methods, this thesis applies an explanatory sequential mixed-method approach, which enables methodical triangulation. The qualitative research is based on interviews, but the focus however is on the quantitative analysis, combining the data from the conducted survey and the content analysis. The analytical method applied for the statistical analysis of the quantitative data is the partial least squares structural equation modeling (PLS-SEM). The four social media networks Facebook, Twitter, LinkedIn, and Instagram and the following five sportswear brands have been selected as a base for the quantitative analysis: Nike, Adidas, Puma, The North Face, and Reebok.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Theoretical framework
- Literature Review
- Corporate Social Responsibility
- Types of CSR
- CSR Initiatives
- CSR Reporting
- CSR reporting in social media
- Advantages and benefits of CSR and CSR reporting
- Risks of CSR and CSR reporting
- Brand Equity
- Brand Awareness
- Corporate Image
- Brand Authenticity
- Brand Loyalty
- Social Media
- Social Media Platforms
- Social Media Marketing
- Literature Review
- Methodology and Research Design
- Hypotheses
- Selection of the sample firms
- Survey Design
- Interview Design
- Content analysis
- Data Collection
- Construct Operationalization
- Analysis
- Quantitative Analysis
- Content analysis results
- Sample and missing data handling
- Analytical Method
- Assessment of Measurement Models
- Structural model assessment
- Qualitative Analysis
- Results
- Quantitative Analysis
- Discussion and Conclusion
- Discussion of the results
- Limitations and Future Research Opportunities
- Theoretical contributions
- Managerial Implications
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The thesis aims to investigate the impact of corporate social responsibility (CSR) reporting in social media on customer-based brand equity. The study explores the mediating effects of brand awareness, corporate image, brand authenticity, and brand loyalty. Additionally, the research examines the effect of CSR reporting in social media on perceived CSR and social media marketing efforts.
- Impact of CSR reporting in social media on customer-based brand equity
- Mediating effects of brand awareness, corporate image, brand authenticity, and brand loyalty
- Relationship between CSR reporting in social media and perceived CSR
- Influence of CSR reporting in social media on social media marketing efforts
- Comparative analysis of CSR reporting practices across different social media platforms and sportswear brands
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction provides a general overview of the research topic and outlines the objectives and structure of the thesis. The theoretical framework delves into the existing literature on corporate social responsibility, brand equity, and social media, providing a conceptual basis for the research. This chapter also explores the theoretical underpinnings of CSR reporting, including its advantages, disadvantages, and implications for brand equity. The methodology chapter describes the research design, data collection methods, and analytical techniques employed in the study. This section outlines the specific hypotheses being tested and the sample selection process. The analysis chapter presents the findings of both the quantitative and qualitative analyses, including the results of the survey, content analysis, and interviews. The discussion and conclusion chapter summarizes the key findings of the study, drawing conclusions about the relationship between CSR reporting in social media and customer-based brand equity. It also discusses the limitations of the study and suggests potential areas for future research.
Schlüsselwörter (Keywords)
The main keywords and focus topics of the text include corporate social responsibility, CSR reporting, social media, brand equity, brand authenticity, brand loyalty, social media marketing, customer-based brand equity, and partial least squares structural equation modeling (PLS-SEM). These terms represent the core concepts and research areas explored within the thesis.
- Quote paper
- Kilian Stöckel (Author), 2022, How do Corporate Social Responsibility (CSR) Reporting in Social Media impact Customer-based Brand Equity?, Munich, GRIN Verlag, https://www.grin.com/document/1259325
