The Role of the eWOM in the RSC Communication in Social networks

Main Article Content

Claudia Aguirre
Salvador Ruiz
Mariola Palazón
Augusto Rodríguez

Abstract

Companies try to innovate in their communication strategies for offering information about their goods and services and other information related with the RSC activities performed by the company. Currently, RSC communication is very important and little is known about the best way to perform it. Thus, social networks have become an important communication channel between companies and consumers. Through social networks, individuals share information with other users but also support the company in the broadcasting of the information related to their activities. This type of broadcasting in virtual contexts is known as eWOM.


The goal of this research is to analyze the role of the eWOM in the broadcasting of the RSC information of the company. For that, it performs a study based in content analysis that compares if the company’s publications in the Facebook social network with RSC content generate more interactions by the consumers than the publications with commercial information. The results corroborate that the company achieves a greater broadcasting of their information in terms of eWOM when their publications have RSC information, given that those publications achieve a greater number of ‘likes’ and comments, and are shared more widely at the same time.


How to Cite
Aguirre, C., Ruiz, S. ., Palazón, M. ., & Rodríguez, A. . (2021). The Role of the eWOM in the RSC Communication in Social networks. Anagramas Rumbos Y Sentidos De La Comunicación, 19(38), 11–33. https://doi.org/10.22395/angr.v19n38a2

Article Details

References

Asociación Española de Contabilidad y Administración de Empresas, AECA (2004). Marco conceptual de la responsabilidad social corporativa. Serie Responsabilidad Social Corporativa, Documento, (1).

Alhidari, A., Iyer, P. y Paswan, A. (2015). Personal level antecedents of eWOM and purchase intention, on social networking sites. Journal of Customer Behaviour, 14(2), 107-125. https://doi.org/10.1362/147539215X14373846805707

Appelman, A. y Sundar, S. S. (2016). Measuring message credibility: Construction and validation of an exclusive scale. Spaniy, 93(1), 59-79. https://doi.org/10.1177/1077699015606057

Comisión Europea (2011). A renewed EU strategy 2011-2014 for Corporate Social Responsibility. Brussels.

Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4), 586-607. https://doi.org/10.1016/j.jcps.2014.05.002

Berger, J., y Heath, C. (2007). Where Consumers Diverge from Others: Identity Signaling and Product Domains. Journal of Consumer Research, 34(2),121-134.

Bhandari, M. y Rodgers, S. (2018). What does the brand say? Effects of brand feedback to negativeeWOM on brand trust and purchase intentions. International Journal of Advertising, 37(1), 125-141. https://doi.org/10.1080/02650487.2017.1349030

Bigné, E. y Royo-Vela, M. (2013). Metodología del análisis de contenido. En F. J. Sarabia (ed.), Métodos de investigación social y de empresa (pp. 503-521). Ediciones Pirámide.

Cantallops, A. S. y Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36, 41-51. https://doi.org/10.1016/j.ijhm.2013.08.007

Cha, M. K., Yi, Y. y Bagozzi, R. P. (2016). Effects of customer participation in corporate social responsibility (CSR) programs on the CSR-brand fit and brand loyalty. Cornell Hospitality Quarterly, 57(3), 235-249. https://www.researchgate.net/publication/288683286

Chatterjee, P. (2001). Online reviews: do consumers use them? Advances in Consumer Research, 28, 129-133. http://acrwebsite.org/volumes/8455/volumes/v28/NA-28

Chu, S. C., Lien, C. H. y Cao, Y. (2018). Electronic word-of-mouth (eWOM) on WeChat: examining the influence of sense of belonging, need for self-enhancement, and consumer engagement on Chinese travellers’ eWOM. International Journal of Advertising, 1-24.

Chung, C. y Darke, P. (2006). The consumer as advocate: Self-relevance, culture, and word of- mouth. Marketing Letters, 17(4), 269-279. https://link.springer.com/article/10.1007/s11002-006-8426-7

Duan, W., Gu, B. y Whinston, A. B. (2008). Do online reviews matter? An empirical investigation of panel data. Decision support systems, 45(4), 1007-1016. https://doi.org/10.1016/j.dss.2008.04.001

Dufner, M., Gebauer, J. E., Sedikides, C. y Denissen, J. J. (2018). Self-enhancement and psychological adjustment: A meta-analytic review. Personality and Social Psychology Review. https://doi.org/10.1177/1088868318756467

Elving, W. J., Golob, U., Podnar, K., Ellerup-Nielsen, A. y Thomson, C. (2015). The bad, the ugly and the good: new challenges for CSR communication. Corporate Communications: An International Journal, 20(2), 118-127. https://doi.org/10.1108/CCIJ-02-2015-0006

Erkan, I. y Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55. https://www.researchgate.net/publication/297729360

Grewal, L., Stephen, A. T. y Coleman, N. V. (2018). When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest. Journal of Marketing Research, 56(2), 197-210. https://doi.org/10.1177/0022243718821960

Gvili, Y. y Levy, S. (2016). Antecedents of attitudes toward eWOM communication: differences across channels. Internet Research, 26(5), 1030-1051. 10.1108/intr-08-2014-0201

Hennig-Thurau, T., Gwinner, K., Walsh, G. y Gremler, D. (2004). Electronic word of mouth via consumer opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073

Ho, J. Y. y Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business research, 63(9-10), 1000-1006. https://doi.org/10.1016/j.jbusres.2008.08.010

Hollebeek, L. D., Glynn, M. S., y Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing, 28(2), 149-165. https://doi.org/10.1016/j.intmar.2013.12.002

Joa, C. Y., Kim, K. y Ha, L. (2018). What Makes People Watch Online In-Stream Video Advertisements? Journal of Interactive Advertising, 18(1), 1-14. https://doi.org/10.1080/15252019.2018.1437853

Kam, L., Robledo-Dioses, K. y Atarama-Rojas, T. (2019). Fashion Films as a Particular Content of Fashion Marketing: An Analysis of its Nature in the Context of Hybrid Messages. Anagramas. Rumbos y sentidos de la comunicación, 17(34), 203-224. http://dx.doi.org/10.22395/angr.v17n34a10

Kim, S. (2019). The process model of corporate social responsibility (CSR) communication: CSR communication and its relationship with consumers’ CSR knowledge, trust, and corporate reputation perception. Journal of Business Ethics, 154(4), 1143-1159. https://link.springer.com/article/10.1007/s10551-017-3433-6

King, R., Racherla, P., y Bush, V. (2014). What We Know and Don’t Know About Online Word-of- Mouth: A Review and Synthesis of the Literature. Journal of interactive marketing, 28(3), 167-183.

Krippendorff, K. (1990). Metodología de análisis de contenido: Teoría y práctica. Paidós Comunicación.

Kwon, S., Ha, S. y Kowal, C. (2017). How online self-customization creates identification: Antecedents and consequences of consumer-customized product identification and the role of product involvement. Computers in Human Behavior, 75, 1-13. https://doi.org/10.1016/j.chb.2017.04.051

Lim, M. (2020). The negative impact of market-discrimination CSR: How do consumers respond to perceived company greed? Journal of General Management, 45(2), 93-106. https://doi.org/10.1177/0306307019875896

López, A. M., y López, M. (2019). Estudio omnicanal de las empresas minoristas del sector cosmético en España. Redmarka. Revista de Marketing Aplicado, 23(2), 19-41. https://www.researchgate.net/publication/338212376

López, L. M. (2018). Variables de la actividad de una marca en Twitter que influyen en el comportamiento de difusión de contenido de marca en su audiencia. Esic market, (161), 455- 499. https://www.researchgate.net/publication/329337887

López, M. ySicilia, M. (2013). Boca a boca tradicional vs. electrónico. La participación como factor explicativo de la influencia del boca a boca electrónico. Revista Española de Investigación en Marketing ESIC, 17(1), 7-38. https://www.researchgate.net/publication/257138737

Marin, L. y Ruiz de Maya, S. (2013). The role of affiliation, attractiveness and personal connection in consumer-company identification. European Journal of Marketing, 47(3/4), 655-673. https://www.researchgate.net/publication/263146908

Matus, P. (2018). Seeking stakeholders: responsibility and effectiveness as values in letters from CEOS in the CSR reports in Chile. Anagramas-Rumbos y sentidos de la comunicación, 17(33), 29-49. http://dx.doi.org/10.22395/angr.v17n33a2

Moon, S. J., Costello, J. P. y Koo, D. M. (2017). The impact of consumer confusion from eco-labels on negative WOM, distrust, and dissatisfaction. International Journal of Advertising, 36(2), 246-271. https://doi.org/10.1080/02650487.2016.1158223

Nielsen. (2015). Global trust in advertising: Winning strategies for an evolving media landscape. https://www.nielsen.com/ssa/en/insights/report/2015/global-trust-in-advertising-2015/

Oeldorf-Hirsch, A. y Sundar, S. S. (2015). Posting, commenting, and tagging: Effects of sharing news stories on Facebook. Computers in Human Behavior, 44, 240-249. https://www.researchgate.net/publication/269728086_Posting_commenting_and_tagging_Effects_of_sharing_news_stories_on_Facebook

Pittman, M. y Reich, B. (2016). Social media and loneliness: Why an Instagram picture may be worth more than a thousand Twitter words. Computers in Human Behavior, 62, 155-167. https://doi.org/10.1016/j.chb.2016.03.084

Podium (2017). Annual Report: State of Online Reviews. Recuperado de https://go.podium.com/podium-state-of-online-reviews/

Schutz, W. (1966). Firo: A three dimensional theory of interpersonal behavior. Consulting Psychologist Press, Inc.

Sen, S. y Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of interactive marketing, 21(4), 76-94. https://doi.org/10.1002/dir.20090

Song, B. y Wen, J. (2019). Online corporate social responsibility communication strategies and stakeholder engagements: A comparison of controversial versus noncontroversial industries. Corporate Social Responsibility and Environmental Management. https://doi.org/10.1002/csr.1852

Stryja, C. y Satzger, G. (2018). Try Before You Buy: How to Design Information Systems to Enhance Consumer Willingness to Test Sustainable Innovations. Journal of Technology Management & Innovation, 13(1), 19-26. https://doi.org/10.4067/S0718-27242018000100019

Suárez-Perales, I., Rivera-Torres, P. y Garces-Ayerbe, C. (2018). Consequences of innovative proactivity in environmental management 1. Universia Business Review, (57), 56-91. https://zaguan.unizar.es/record/70714?ln=es

Sundaram, D. S., Mitra, K. y Webster, C. (1998). Word-of-Mouth Communication: A Motivational Analysis. In J. W. Alba & J. W. Hutchinson (eds.), Advances in Consumer Research, Vol. 25. (pp.527-531). Association for Consumer Research.

Trusov, M., Bucklin, R. E. y Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site. Journal of marketing, 73(5), 90- 102. https://doi.org/10.1509/jmkg.73.5.90

Veloutsou, C., Dessart , L., y Morgan, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of product & Brand Management, 21(1), 28-42.

Zhu, X., Kim, Y. y Park, H. (2020). Do messages spread widely also diffuse fast? Examining the effects of message characteristics on information diffusion. Computers in Human Behavior, 103, 37-47. https://doi.org/10.1016/j.chb.2019.09.006

Author Biographies

Claudia Aguirre, Universidad del Valle

Estudiante de doctorado en Administración, Universidad del Valle, Cali, Colombia; y en Ciencias de la Empresa, Universidad de Murcia, Murcia, España. Investigadora del grupo de investigación en marketing, Universidad del Valle, Cali, Colombia; y de comportamiento del consumidor, Universidad de Murcia, Murcia, España.

Salvador Ruiz, Universidad de Murcia

Doctor en Ciencias Económicas y Empresariales, Universidad de Murcia, Murcia, España. Catedrático de la Facultad de Economía y Empresa, Universidad de Murcia, Murcia, España.

Mariola Palazón, Universidad de Murcia

Doctora en Ciencias de la Empresa, Universidad de Murcia, Murcia, España. Profesora Titular en la Facultad de Economía y Empresa, Universidad de Murcia, Murcia, España.

Augusto Rodríguez, Universidad del Valle

Doctor en Ciencias de la Empresa, Universidad de Murcia, España. Profesor asociado en la Facultad de Administración, Universidad del Valle, Cali, Colombia.