Restaurant chain’s corporate social responsibility messages on social networking sites: The role of social distance

• Published in: International journal of hospitality management Vol. 85; p. 102429
• Main Authors: Sung, Kyongsik (Kyong), Tao, Chen-Wei (Willie), Slevitch, Lisa
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.02.2020
• Subjects: Brand credibility; Brand equity; CSR messages on SNS; Restaurant chain; Social distance; Social distance; Brand credibility; Brand equity; Restaurant chain; CSR messages on SNS
• ISSN: 0278-4319; 1873-4693
• DOI: 10.1016/j.ijhm.2019.102429

•Perception of CSR messages on SNS makes user’s social distance closer.•Social distance and brand credibility enhance the brand equity.•Concrete CSR message influences on brand equity for socially close group.•Positive impact of CSR messages on SNS on trustworthiness and expertise.•Perception of CSR messages on SNS is not an influential factor for brand equity. Considering the large influence of social media on the restaurant chain industry, finding effective communication strategies to interact with customers is critically important. The purpose of the study was to investigate how restaurant chain’s CSR messages on social networking sites affect brand value and social distance. Data were collected from 403 social media users with a dining experience at a U.S. restaurant chain. A two-step structural equation model and a two by two between-subject experimental design were conducted for this study. The perception of CSR messages on SNS positively affects customer’s social distance and the restaurant’s brand credibility, and consequently enhance the brand equity. Restaurant chain’s concrete (vs. abstract) CSR messages on SNS has a positive influence on customers’ brand equity when their social distance is close (vs. distant). The study highlights the importance of shortening social distance to enhance brand equity when developing CSR messages on SNS.