How Can Restaurant Companies Effectively Deliver CSR Efforts to Consumers on Social Media?
Abstract
1. Introduction
2. Literature Review
2.1. Source Credibility
2.2. Brand Trust and Brand Affect
2.3. Research Hypotheses
3. Experiment 1
3.1. Method
3.2. Results
4. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Constructs and Operationalization | Items | Factor Loading | Critical Ratio | AVE | CCR |
---|---|---|---|---|---|
Brand trust | I trust this restaurant brand. | 0.759 | Fixed | 0.591 | 0.848 |
I rely on this restaurant brand. | 0.884 | 12.618 | |||
This is an honest restaurant brand. | 0.850 | 12.287 | |||
This restaurant brand is safe. | 0.532 | 7.437 | |||
Brand affect | This restaurant brand makes me happy. | 0.809 | Fixed | 0.660 | 0.851 |
This restaurant brand gives me pleasure. | 0.874 | 11.715 | |||
I feel good when I think about this restaurant brand. | 0.651 | 9.337 | |||
Brand engagement | I will share this restaurant brand’s CSR-related video or photos on my social media. | 0.800 | Fixed | 0.686 | 0.867 |
I will use trending words such as hashtags for this restaurant brand’s CSR activities while using social media. | 0.900 | 13.354 | |||
I will share my opinions about this restaurant brand’s CSR activities with other users of this brand. | 0.779 | 11.913 |
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Lee, S.-M.; Kim, M. How Can Restaurant Companies Effectively Deliver CSR Efforts to Consumers on Social Media? Behav. Sci. 2023, 13, 211. https://doi.org/10.3390/bs13030211
Lee S-M, Kim M. How Can Restaurant Companies Effectively Deliver CSR Efforts to Consumers on Social Media? Behavioral Sciences. 2023; 13(3):211. https://doi.org/10.3390/bs13030211
Chicago/Turabian StyleLee, Sae-Mi, and Minseong Kim. 2023. "How Can Restaurant Companies Effectively Deliver CSR Efforts to Consumers on Social Media?" Behavioral Sciences 13, no. 3: 211. https://doi.org/10.3390/bs13030211
APA StyleLee, S.-M., & Kim, M. (2023). How Can Restaurant Companies Effectively Deliver CSR Efforts to Consumers on Social Media? Behavioral Sciences, 13(3), 211. https://doi.org/10.3390/bs13030211