CSR communication on Facebook: attitude towards the company and intention to share

Abstract

This paper aims to analysis the factors that explain the effectiveness of a corporate social responsibility (CSR) communication on Facebook by a hospitality company. Taking the affect transfer hypothesis (ATH) model as a basis, the influence of beliefs about the company (attributions and corporate image) is studied and variables related to the receiver (environmental consciousness and identification with the territory) as direct antecedents of the improvement of the attitude towards the company and attitude towards the post, which influence the intention to share the information.