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 language | English (US) |
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Pages (from-to) | 438-459 |
Number of pages | 22 |
Journal | Social Science Computer Review |
Volume | 42 |
Issue number | 2 |
DOIs | |
State | Published - 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