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