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.
Table of Contents
1. Introduction
2. Theoretical framework
2.1 Literature Review
2.2 Corporate Social Responsibility
2.2.1 Types of CSR
2.2.2 CSR Initiatives
2.2.3 CSR Reporting
2.2.4 CSR reporting in social media
2.2.5 Advantages and benefits of CSR and CSR reporting
2.2.6 Risks of CSR and CSR reporting
2.3 Brand Equity
2.3.1 Brand Awareness
2.3.2 Corporate Image
2.3.3 Brand Authenticity
2.3.4 Brand Loyalty
2.4 Social Media
2.4.1 Social Media Platforms
2.4.2 Social Media Marketing
3. Methodology and Research Design
3.1 Hypotheses
3.2 Selection of the sample firms
3.3 Survey Design
3.4 Interview Design
3.5 Content analysis
3.6 Data Collection
3.7 Construct Operationalization
4. Analysis
4.1 Quantitative Analysis
4.1.1 Content analysis results
4.1.2 Sample and missing data handling
4.1.3 Analytical Method
4.1.4 Assessment of Measurement Models
4.1.5 Structural model assessment
4.2 Qualitative Analysis
4.3 Results
5. Discussion and Conclusion
5.1 Discussion of the results
5.2 Limitations and Future Research Opportunities
5.3 Theoretical contributions
5.4 Managerial Implications
5.5 Conclusion
Research Objectives and Key Themes
The primary aim of this thesis is to investigate how corporate social responsibility (CSR) reporting in social media influences customer-based brand equity, specifically by assessing mediating effects of brand awareness, corporate image, brand authenticity, and brand loyalty.
- Analysis of the relationship between CSR communication in social media and brand equity.
- Evaluation of social media as a channel for CSR reporting and its impact on stakeholder perception.
- Application of an explanatory sequential mixed-method approach including surveys, interviews, and content analysis.
- Statistical assessment of consumer perceptions using partial least squares structural equation modeling (PLS-SEM).
- Managerial recommendations regarding the use of social media for CSR engagement and reputation management.
Excerpt from the Book
2.2.1 Types of CSR
Already mentioned in the previous section, there are four different kinds of social responsibilities that CSR consists of: economic, legal, ethical, and philanthropic. Those are helpful to identify different kind of benefits that come back into the company or to the society and they address the motivations to pursue various CSR initiatives for each category. In the following a short overview about each social responsibility will be given.
Economic responsibility
Carroll (1991) displayed the four responsibilities in form of a pyramid with economic being the base foundation, upon which all others rest. The pyramid of CSR can be viewed in figure 1. But he also states that organizations should always fulfill these responsibilities at the same time and not in sequential fashion.
Summary of Chapters
1. Introduction: Presents the relevance of CSR reporting in the context of increasing stakeholder expectations and outlines the research gap regarding specific effects on social media.
2. Theoretical framework: Provides a literature review and foundations covering corporate social responsibility, brand equity, and the specific role of social media in marketing.
3. Methodology and Research Design: Describes the explanatory sequential mixed-method approach, detailing the survey, interview, and content analysis processes used to collect primary data.
4. Analysis: Documents the quantitative and qualitative findings, including the assessment of measurement models through PLS-SEM and the interpretation of hypothesis testing.
5. Discussion and Conclusion: Evaluates the study results in relation to existing literature, outlines limitations, highlights theoretical and managerial contributions, and summarizes the core insights.
Keywords
Corporate Social Responsibility, CSR, CSR Reporting, Brand Equity, Social Media, Brand Awareness, Brand Authenticity, Brand Loyalty, Corporate Image, Stakeholder Engagement, Marketing Communications, PLS-SEM, Sustainability, Consumer Perception, Sportswear Industry
Frequently Asked Questions
What is the core focus of this research?
This thesis examines the impact of CSR communication through social media platforms on customer-based brand equity within the sportswear industry.
Which specific dimensions of brand equity are analyzed?
The study investigates four dimensions: brand awareness, corporate image, brand authenticity, and brand loyalty.
What is the primary research question?
The research asks how CSR reporting in social media impacts customer-based brand equity, focusing on the mediating roles of the aforementioned brand dimensions.
Which research methodologies are employed?
The thesis utilizes an explanatory sequential mixed-method approach, combining quantitative content analysis and structured online surveys with qualitative in-depth interviews.
How is the quantitative data analyzed?
The study employs partial least squares structural equation modeling (PLS-SEM) to test the hypothesized relationships between CSR reporting constructs and brand equity.
What are the characterizing keywords of this study?
Key terms include Corporate Social Responsibility, Brand Equity, Social Media, Sustainable Management, and Stakeholder Engagement.
Which companies were selected for the investigation?
The analysis focuses on five major sportswear brands: Nike, Adidas, Puma, The North Face, and Reebok.
What does the study conclude regarding Managerial Implications?
Managers are advised to use social media for CSR communication to build equity, but they must be cautious, as excessive CSR reporting can lead to negative effects due to potential repetition and skepticism.
What role does 'Greenwashing' play in this study?
The study addresses the risks of CSR reporting, identifying greenwashing as a critical factor that can lead to stakeholder distrust and damage to both brand image and loyalty.
What was an unexpected finding in the analysis?
Contrary to original hypotheses, the study found no significant positive mediating effects by brand awareness for certain relationships; instead, an inverted U-shape relationship was discovered regarding brand awareness.
- Arbeit zitieren
- Kilian Stöckel (Autor:in), 2022, How do Corporate Social Responsibility (CSR) Reporting in Social Media impact Customer-based Brand Equity?, München, GRIN Verlag, https://www.grin.com/document/1259325
