Virtually Enhancing Public Engagement During the Pandemic: Measuring the Impact of Virtual Reality Powered Immersive Videos on Corporate Social Responsibility Communication

Yang Cheng, Yuan Wang, Wen Zhao, Kaijie Zhang, Xinyi Cai, Hua Jiang

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

Many companies have applied virtual reality (VR), a new and popular technology, to their corporate social responsibility (CSR) activities. This study examines how 360-degree VR-powered videos might further enhance consumers’ engagement in CSR activities and facilitate business outcomes during a crisis setting. The researchers conducted an online survey study, during the coronavirus (COVID-19) pandemic, with 1422 representative U.S. residents and applied the structural equation modeling for data analysis. Results indicated that the four categories of gratifications-sought (i.e., being there, enhancement, interaction, and fun) on 360-degree VR-powered videos could all positively influence CSR engagement; in contrast, CSR skepticism would reduce such engagement online. Corporate social responsibility engagement further improved the organization-public relationships (OPRs) and ultimately influenced consumers’ word-of-mouth toward the company. Theoretical and practical implications of these findings were discussed.

Original languageEnglish (US)
Pages (from-to)438-459
Number of pages22
JournalSocial Science Computer Review
Volume42
Issue number2
DOIs
StatePublished - Apr 2024

Keywords

  • corporate social responsibility communication
  • crisis
  • engagement
  • gratifications
  • relationships
  • virtual reality
  • word-of-mouth (WOM)

ASJC Scopus subject areas

  • General Social Sciences
  • Computer Science Applications
  • Library and Information Sciences
  • Law

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