Total views : 290

Skepticism of Consumers Depending on their Experience of using Facebook and the Communication Effects of Corporate Social Responsibility Activities


  • Department of Advertising and Public Relations, Namseoul University, Korea, Republic of


Background/Objectives: This study sets to verify the level of consumer skepticism towards advertising according to user experiences of Facebook and the communication effects of the types of CSR activity. Methods/Statistical Analysis: There were 310 research participants, of which 156 had used Facebook and 154 had not. The skepticism levels between the group with high skepticism and the group with low skepticism were distinguished by using the median split method. Findings: The three-way interaction effect of exposure to Facebook, skepticism levels of consumers, and types of CSR activity on Aad(F(1,302)=163.13, p<.001), Ab(F(1,302)=239.85, p< .001), PI(F(1,302)=216.48, p< .001) was found to be significant. The results of this study that analyzed consumer skepticism towards advertising based on exposure to Facebook as well as the communication effect of CSR activities. Improvements/Applications: Firms that provide information through advertising can establish proper communication strategies when they clearly understand the attributes of Facebook users.


Aad, Communication Effects, Corporate Social Responsibility, Facebook, Skepticism.

Full Text:

 |  (PDF views: 223)


  • Chiang IP, Huang YD. How to create social support on facebook. International Journal of Electronic Commerce Studies. 2016; 7(1):1-20.
  • Sheldon M, Abad N, Hinsch C. A two-process view of facebook use and relatedness need-satisfaction: disconnection drives use, and connection rewards it. Psychology of Popular Media Culture. 2011; 1(5):2-15.
  • Kim YJ, Kang MY, Choi SM, Sung YJ. To click or not to click? Investigating antecedents of advertisement clicking on facebook. Social Behavior and Personality. 2016; 44(4):657-68.
  • Matthes J, Wonneberger A. The skeptical green consumer revisited: testing the relationship between green consumerism and skepticism toward advertising. Journal of Advertising. 2014; 43(2):115-27.
  • Xie GX, Kronrod A. Is the devil in the details? the signaling of numerical precision in environmental advertising claims. Journal of Advertising. 2012; 41(4):103-17.
  • Park JS, Ju IL, Kim KE. Direct-to-consumer antidepressant advertising and consumers’ optimistic bias about the future risk of depression: the moderating role of advertising skepticism. Health Communication. 2014; 29(6):586-97.
  • Story J, Neves P. When corporate social responsibility (CSR) increases performance: exploring the role of intrinsic and extrinsic CSR attribution. Business Ethics: A European Review. 2015 April; 24(2):111-24.
  • Mament M. Trends in corporate social responsibility (CSR) reporting. International Journal of Economic Practices. 2015 October; 5(5):503-9.
  • Habel J, Schons LM, Alavi S, Wieseke J. Warm glow or extra charge? The ambivalent effect of corporate social responsibility activities on customers’ perceived price fairness. Journal of Marketing. 2016 January; 80(1):84-105.
  • Kang C, Germann F, Grewal R. Washing away your sins? Corporate social responsibility, corporate social irresponsibility, and firm performance. Journal of Marketing. 2007 March; 80(2):59-79.
  • Ellison NB, Steinfield C, Lampe C. The benefits of facebook “friends”: social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication. 2007; 12:1142-68.
  • Obermiller C, Spangenberg E, MacLachlan DL. Ad skepticism: the consequences of disbelief. Journal of Advertising. 2005; 34(3):7-17.
  • Drossos DA, Giaglis GM, Vlachos PA, Zamani ED, Lekakos G. Consumer responses to SMS advertising: antecedents and consequences. International Journal of Electronic Commerce. 2013 Fall; 18(1):105-36.
  • Areni CS. How argument structure biases acceptance of advertising claims: explaining deviations from logical reasoning in terms of subjective probabilities. Advances in Consumer Research. 2008; 35(1):353-58.
  • Schaefer AD, Hermans CM, Parker RS. A cross-cultural exploration of advertising skepticism and media effects in teenagers. Marketing Management Journal. 2005; 15(2):29-42.
  • Grau SLG, Folse JAG. Cause-related marketing (CRM): the influence of donation proximity and message-framing cues on the less-involved consumer. Journal of Advertising. 2007; 36(4):19-33.
  • BrunerII GC. Standardization and justification: do aad scales measure up? Journal of Current Issues & Research in Advertising. 1998; 20(1):1-18.
  • Waller DS, Lanis R. Corporate social responsibility (CSR) disclosure of advertising of agencies: an exploratory analysis of six holding companies' annual reports. Journal of Advertising. 2009; 38(1):109-21.
  • Maignan I, Ferrell OC. Corporate social responsibility and marketing: an integrative framework. Journal of the Academy of Marketing Science. 2004; 32(1):3-19.
  • Abro MMQ, Khurshid MA, Aamir A. Corporate social responsibility (CSR) practices: the case of saudi aramco. Journal of Competitiveness Studies. 2016; 24(1/2):79-90.
  • Capriotti P, Moreno A. Corporate citizenship and public relations: the importance and interactivity of social responsibility issues on corporate websites. Public Relations Review. 2007; 33(3):84-91.
  • David P, Kline S, Dai Y. Corporate social responsibility practices, corporate identity and purchase intention: a dual process model. Journal of Public Relations Research. 2005; 17(3):291-313.
  • Verissimo JMC, Lacerda TMC. Does integrity matter for CSR practice in organizations? The mediating role of transformational leadership. Business Ethics: A European Review. 2015 January; 24(1):34-51.
  • Hoeffler S, Keller K. Building brand equity through corporate societal marketing. Journal of Public Policy and Marketing. 2002; 21(1):78-89.
  • Lichtenstein DR, Drumwright ME, Braig BM. The effect of social responsibility on customer donations to corporate supported non profits. Journal of Marketing. 2004 October; 68(4):16-32.
  • Hur WM, Kim HN, Woo J. How CSR leads to corporate brand equity: mediating mechanisms of corporate brand credibility and reputation. Journal of Business Ethics. 2014 November; 125(1):75-86.


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.