University of Twente Student Theses
Tone and image harmony: The effect of message tone and image choice in CSR communication on Instagram on consumers’ purchase intention and the moderating effect of CSR interest
Lems, Merte Tiny (2024) Tone and image harmony: The effect of message tone and image choice in CSR communication on Instagram on consumers’ purchase intention and the moderating effect of CSR interest.
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| Abstract: | Amongst the pressing demand for companies to engage in Corporate Social Responsibility (CSR) efforts and the recognition that communicating about these efforts on social media is crucial, this study investigates the influence of key CSR communication elements – message tone and image choice – on Instagram on consumers’ purchase intention. A quantitative experiential study with a 2x2 design (message tone: factual versus self-promotional; image choice: positive emotional versus negative emotional) was conducted with 210 participants via an online survey. Results show that both message tone and image choice affect purchase intention, with a preference for factual message tone and negative emotional images. CSR interest moderates this effect negatively. Some demographics were also found to influence the effect of message tone and image choice in CSR communication on purchase intention. To conclude, the study highlights the importance of using the preferred combination of CSR elements for favourable consumer responses and underscores the importance of transparency and honesty in CSR communication on social media. Further research on demographic differences in the influence of CSR communication elements on consumers’ purchase intention is recommended to address the evolving consumer landscape. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 70 social sciences in general, 85 business administration, organizational science |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/98550 |
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