The Study of Brand Perception through Social Network Sites and Corporate Social Responsibility Programs

摘要

Corporate Social Responsibility (CSR) has been proved as the effective way to help enhance brand perception and increase an opportunity for companies to gain more revenue. This widely well-known practice has been used across a variety of product categories for long time. In this study, we investigate factors that influence people to engage CSR programs and create favorable attitudes toward brand. Based on our hypotheses, we propose that social influence, which can be any activity on Social Network Sites (SNSs) that are related to CSR programs, can create brand awareness, influences people to engage CSR campaign and create favorable attitudes toward brand. We conducted an online survey that collected 129 opinions from respondents in Thailand and other several countries in Asia. According to the result, social influence has an effect on favorable attitudes toward brand and can influence people to engage CSR programs. However, there is no significant relation between social influence and brand awareness. We also found that people who engaged CSR programs will have favorable attitudes toward brand. Moreover, brand awareness also has an effect on favorable attitudes toward brand.