Exploring the role of perceived csr interactivity influencing customer brand co-creation behavior-take xiaohongshu for an example

• Autores: Ge Chen, Lei Jing
• Localización: International Journal of Professional Business Review: Int. J. Prof.Bus. Rev., ISSN 2525-3654, ISSN-e 2525-3654, Vol. 10, Nº. 1, 2025 (Ejemplar dedicado a: Continuous publication; e05254)
• Idioma: inglés
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• Resumen

  • Objective: With the advancement of CSR interactivity, this study used stimulus-organism-response (SOR) theory to test the stimuli of CSR interactivity influencing customer brand co-creation behavior.

      Theoretical Framework: With the advancement of CSR interactivity, few studies explore the role of CSR interactivity influencing users’ behaviors. To fill the gap, stimulus-organism-response (SOR) theory was used to test the stimuli of CSR interactivity influencing customer brand co-creation behavior. Base on this theory, we explored the effect of CSR interactivity on brand uniqueness, brand love and customer brand co-creation behavior from the users’ perspective.

      Method: The participants are individuals with experiences in join Xiaohongshu’s CSR interactive activities. We recruited participants through convenience sampling and a total of 296 valid questionnaires were collected.

      Results and Discussion: The findings proved the role of CSR interactivity on enhancing brand uniqueness and brand love. Regarding the effect of brand uniqueness on brand love, the finding suggested that brand uniqueness positively impacts brand love. In addition, the result identified customer brand co-creation behavior via brand uniqueness and brand love.

      Research Implications: Through the understanding of the positive role of user’ perceived CSR interactivity on social media influencing CBCB, managers can promote CSR-related campaigns on social media to strengthen the interactions with users. In addition, brand uniqueness is likely to influence CBCB, managers can stress the importance of featured advertising claims in marketing activities to deliver a unique image. And the emotional antecedent of brand love can lead to CBCB.

      Originality/Value: With the advancement of CSR interactivity, few studies explore the role of CSR interactivity influencing users’ behaviors. To fill the gap, stimulus-organism-response (SOR) theory was used to test the stimuli of CSR interactivity influencing customer brand co-creation behavior. Base on this theory, we explored the effect of CSR interactivity on brand uniqueness, brand love and customer brand co-creation behavior from the users’ perspective.