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http://dspace.cityu.edu.hk/handle/2031/9541| Title: | Social media use, trust, and relational commitment in corporate social responsibility (CSR) practices: an exploratory study of Tencent |
| Authors: | Cai, Qinxian (蔡親賢) |
| Department: | Department of Media and Communication |
| Issue Date: | 2021 |
| Course: | COM8005 Quantitative Research Methods in Media and Communication |
| Programme: | Doctor of Philosophy in Media and Communication |
| Supervisor: | Dr. Chia, Stella |
| Description: | This paper is under embargo at City University of Hong Kong until April 2024. |
| Citation: | Cai, Q. (2021). Social media use, trust, and relational commitment in corporate social responsibility (CSR) practices: An exploratory study of Tencent (Outstanding Academic Papers by Students (OAPS), City University of Hong Kong). |
| Abstract: | With the rise of social media, organizations have widely initiative corporate social responsibility (CSR) activities via social media channels to engage the public. This study investigated the relationship among public's CSR social media use, perceived CSR motives, trust in organizations' ability and benevolence, and relational commitment. Tencent was selected as the survey object and a total of n=327 responses were obtained via an online survey. The results demonstrated that CSR media use and perceived CSR motives did not directly influence relational commitment, while had indirect effect through the mediation of trust in ability and benevolence, in which trust benevolence played a more critical role. The theoretical and practical implications were discussed. |
| Appears in Collections: | OAPS - Dept. of Media and Communication |
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