Social media has become a viable channel for firms to communicate corporate social responsibility initiatives given its broader customer base and escalating information dissemination speed. Nevertheless, little is known about how the online diffusion of a firm’s philanthropic announcement unfolds over time and how such diffusion can influence consumer behavior. To address these questions, we drew on the attribution theory and utilized an online natural experiment that took place during the disaster relief period of 2021 Henan floods in China. Preliminary results reveal that both the intensity and content of meta-voicing responses towards a firm’s charitable donation announcement can influence consumers’ online livestreaming purchases of the firm’s products. More importantly, the initial meta-voicing reactions towards a firm’s philanthropic announcement can have both immediate and enduring impacts on purchase behavior.


Paper Number 1388; Track E-Business; Short Paper



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