The importance of facilitating dialogic communication using online tools is evident by the increasing use of social media to communicate CSR initiatives and engage with stakeholders by restaurant firms. However, existing studies have been limited to the perspective of emphasizing symmetric communication on social media platforms. This study suggests that ‘creating shared value (CSV), empathy, and social identity’ function as the Other-Regarding Preferences mechanism which mediates the impact of dialogic CSR communication on online brand advocacy (OBA) based on dialogic communication theory. Participants (n=743) who followed their favorite restaurant’s Twitter account and had experience of engaging with the restaurant firm’s CSR-related postings were recruited through a crowd-sourcing platform. SEM was conducted to test the conceptual model and hypotheses. The findings showed that through consumers’ perceptions of restaurant firms’ CSV strategy and social identity, restaurant firms’ dialogic CSR communication can positively influence OBA. Theoretical and managerial implications are discussed.

中文翻译：

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Dialogic 企业社会责任沟通如何影响在线品牌宣传？other-regarding 首选项的作用


餐饮公司越来越多地使用社交媒体来传达 CSR 倡议并与利益相关者互动，这证明了使用在线工具促进对话沟通的重要性。然而，现有的研究仅限于强调社交媒体平台上对称交流的观点。这项研究表明，“创造共享价值 （CSV）、同理心和社会身份”作为他者偏好机制，它根据对话式传播理论调解对话式 CSR 沟通对在线品牌宣传 （OBA） 的影响。通过众包平台招募了关注他们最喜欢的餐厅的 Twitter 帐户并有参与餐厅公司 CSR 相关帖子的经验的参与者 （n=743）。进行 SEM 以检验概念模型和假设。研究结果表明，通过消费者对餐厅公司的 CSV 战略和社会身份的看法，餐厅公司的对话式 CSR 沟通可以对 OBA 产生积极影响。讨论了理论和管理意义。