The Impact of Corporate Social Responsibility Disclosure on Social

Media on Consumer Purchase Intentions

Meixi Liu

Sunwah International Business School, Liaoning University, Shenyang, Liaoning, China

Keywords: Corporate Social Responsibility, Purchase Intention, Social Media.

Abstract: The development of the Internet is rapid. Social media makes dissemination of information fast and wide.

This allows for an increase of the social's attention to corporate social responsibility. Focus on corporate social

responsibility is an important issue for the current society. The present study was designed to determine the

effect of does watching videos on social media about corporate social responsibility has an impact on

consumer purchasing intentions. This study shows that Enterprises have a very strong social responsibility,

which has improved their consumers' purchase intention after being shown on TikTok through video data.

This paper found that reviewers focus on the company's culture and connotation, the positive energy content,

transparency, and integrity of the company to determine whether or not to improve purchases. Based on this,

this paper gives the following recommendations. Businesses should implement CSR in multi-angle and multi-

faceted, balance the relationship between the acquisition of profits and CSR, and ensure CSR Sustainability.

Consumers need to support the companies that have the social responsibility to buy goods and also need to

identify whether the videos of some corporations contain false advertising and over-marketing.

1 INTRODUCTION

The internationally accepted concept of corporate

social responsibility (CSR) is while businesses

generate profits and have legal responsibilities to

shareholders and employees, they also have

responsibilities to consumers, communities, and the

environment (Wang, 2005). Corporate Social

Responsibility is essentially a concept whereby

companies voluntarily decide to contribute to a better

society and a cleaner environment. It is based on the

idea that the overall performance of a company

should be evaluated in terms of its combined

contribution to the economic prosperity,

environmental quality, and social well-being of the

society in which it operates (Rhou & Singal, 2020).

With the rapid growth of society, sustainable

development has become an important topic. The

enterprises are concerned not only about their

interests but also about the impact of their behavior

on society and the environment. The specific

performance is corporate social responsibility (CSR).

Therefore, analyzing this matter is helpful for the

increase of social well-being, and then promoting and

advancing the goal of sustainable development come

true. Nowadays consumers' values are constantly

changing, people don't only care about the quality and

price but also pay attention to whether their behavior

can bring positive effects to society. With the

development of the Internet, and the rise of social

media such as WeChat, TikTok, and Twitter, it seems

all the people are connected as a whole. Social media

is a speedy communication platform, it makes the

behavior of enterprises and individuals more

transparent and helps to spread and carry forward

good behavior.

Carroll proposed that businesses' acceptance of

CSR, recently framed as purpose or sustainability, has

been a major driver in the growth of CSR (Carroll,

2021). Ali and Sohail confirmed the conclusion that

customer-centric, philanthropism, green environment,

public awareness, and creating social value are all

variables that affect purchase intention (Ali & Sohail,

2018). These instructed the current topic between the

importance of CSR and corporate CSR and consumer

purchase intention is what everyone has been

focusing on at the moment. But at present, there are

some research gaps for this topic reflected in social

media. Based on this, this paper discusses the

relationship between CSR and purchase intention on

social media.

Liu, M.

The Impact of Corporate Social Responsibility Disclosure on Social Media on Consumer Purchase Intentions.

DOI: 10.5220/0014147400004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 605-609

ISBN: 978-989-758-791-7

605

2 METHOD & RESULT

2.1 Research Methods and Design

This paper aimed to study the impact of corporate

social responsibility video disclosure on consumers'

purchase intention in social media. Based on this, this

text uses the method of questionnaire, emotional

polarity analysis, and word cloud diagram to analyse.

2.1.1 Questionnaire

The questionnaire can target a large audience, and

collect diversified feedback information at a fast

speed to get direct feedback. The questionnaire

consists of three parts, including what the public

understands about CSR, can videos that have strong

CSR enhance purchase intention, and in these

corporate social responsibility video reviews, the

reviewers' preference in which aspect to enhance the

purchase intention. In research on designing

questions in logical groupings, most of the answer

options are mutually exclusive to ensure the validity

of the questionnaire. This study adopted the

investigation method of a random sample, randomly

distributing questionnaires through the questionnaire

star. A total of 144 questionnaires were filled out in

this study. After excluding invalid questionnaires

and samples with consistency in the selection of

questionnaire options, the number of valid

questionnaires was 200. The questionnaire response

rate is 97. 5%. It is high enough to use for data

analysis.

2.1.2 Emotional Polarity Analysis

On this basis, this paper selects the emotional polarity

analysis method to extract and analyse the video

comment data and through the specific content of

comments analyse the timely feedback of viewers

after watching. This article selects a video of an

enterprise disclosing its social responsibility on

TikTok and then extracts 895 effective comment data

from it to analyse emotional polarity. To further

verify the conclusion of the relationship between CSR

disclosure and consumer purchase intention obtained

in the questionnaire. After that, A, B, C, and D four

enterprises are chosen to extract 1000 comments each

to analyze the emotional polarity to further

confirmation of the above conclusion. The

commentators' analysis of the emotional attitude

towards the implementation of CSR by the above

enterprises helps to make people understand and

attach importance to the implementation of CSR and

also helps to deeply understand the development

trend of social-emotional trends and consumers'

purchase intention.

2.1.3 Word Cloud Diagram

In addition, this paper analyses the frequency of

vocabulary by way of word cloud. In this study, 1000

comments were extracted from each of the four

videos of A, B, C, and D enterprises to extract high-

frequency nouns, verbs, adjectives, and quantifiers in

the comment data. To analyse which points in the

current CSR video are the key points that motivate the

commentators to further enhance their willingness

and put forward proposals for sustainable

development and share expansion after Enterprises.

2.2 Research Findings

2.2.1 The Positive Effect of the Expression

of Corporate Social Responsibility on

Consumers' Purchase Intention

Consumers will have some concerns about social

responsibility. The results of the questionnaire show

that 89% of the people choose whether to buy a

product based on whether the company has fulfilled

its social responsibility, which indicates the

importance of CSR for corporate performance.

Furthermore, the information that enterprises

show their sense of social responsibility on social

media will also increase consumers' purchase

intention to a certain extent. It can also be seen from

the questionnaire that 87. 29% of people stated that

they wanted to purchase the item before viewing the

video and 12. 71% of people stated that they did not

want to purchase the item before viewing the video.

Those who originally wanted to buy increased their

purchase intention after 78. 48% browsed. For those

who didn't want to buy in the first place, 70. 83% of

them became eager to buy after browsing. Moreover,

in this study, 1136 comments were extracted from the

video of an enterprise disclosing its social

responsibility on the dither and got 895 valid pieces

of data including 824 positive comments, 25 neutral

comments, and 38 negative comments. There were 97

comments (11. 77%) that showed purchase intention.

The two can jointly demonstrate the above conclusion.

Using this as a basis, this paper uses sentiment

polarity analysis to analyze corporate performance in

depth. Comment polarity of 1000 comments extracted

from four videos of four enterprises A, B, C, and D.

Overall comment data presented a Positive State. For

example, in terms of the data of 1000 comments

disclosed by A's corporate social responsibility, 89.

APMM 2025 - International Conference on Applied Psychology and Marketing Management

606

8% were positive comments, 6. 4% were neutral

comments, 3. 8% were negative comments, and there

also have 143 comments clearly expressed

willingness to buy in 898 comments. Analyze the

emotional polarity of 1000 comments disclosed in the

B corporate social responsibility video, of which 86.

8% are positive data, 4. 5% are neutral comments, and

8. 8% are negative comments. The intention to

purchase was clearly expressed in 54 of the positive

data. For the CSR video of Company C, the emotional

polarity of its comments was analyzed, including 97.

5% of comments as positive, 16% as neutral, and 9%

as negative. Among the comments expressed as

positive were 106 comments expressing a desire to

buy. In the video comment on D's corporate social

responsibility on Tiktok, after analyzing the

emotional polarity, the positive comments accounted

for 88. 88%, the neutral comments accounted for 4.

9%, and the negative comments accounted for 6. 3%.

Among them, 138 comments clearly expressed the

reviewer's purchase intention in the positive

comments. This is consistent with Faeq's point of

view that the positive and significant effect of

corporate social responsibility on purchase intentions

(Faeq et al., 2022). The above data further clarifies

the validity of the above conclusion.

2.2.2 Analysis of the Key Points of Social

Responsibility Disclosure

The first one is corporate culture and connotation.

The word cloud diagram shows how well

commentators' corporate culture and connotation fit

with themselves during the comment process. As

shown in Fig. 1 and Fig. 2, the words "Nutrition",

"Moral", "Self-identity", "Ecological", "Best", and

"Xiaomi's fans" in the diagrams represent consumer

values that resonate with the business. These words

verify that when the CSR of enterprises reflects the

values recognized by consumers, consumers are more

likely to resonate with the brand. Whether enterprises

can resonate with consumers when performing CSR

determines the effectiveness of CSR and further

promotes the generation of purchase intention.

Figure. 1. Enterprise A word cloud results.

Figure. 2. Enterprise B word cloud results.

Second, corporate Positive Energy Content. The

results show that the commentators show patriotism

and concern for the social morality of enterprises in

the process of commenting. As shown in Fig. 1 and

Fig. 3, the words countrymen, nation, patriotic, China,

Proud, and Domestic in the diagram illustrate that

patriotic feelings increase the national consciousness

of the commentators. Therefore, expressing

patriotism is the key point to enhance consumers'

purchase intention. Commentators want to support

domestic products and help enterprises develop

through purchase. Like the word "Moral", "Social" in

Fig. 3 also expresses the commentator's concern

about social morality, which can enhance the

consumption amount of enterprises with a higher

sense of social morality.

Figure. 3. Enterprise C word cloud results.

Third, corporate transparency and integrity.

Reviewers pay attention to the transparency and

integrity of enterprises, which is an important

manifestation of whether reviewers have become

consumers. In Fig. 2, "Empressement" demonstrates

the sincerity of the B corporation in its CSR activities.

It reflects that enterprise B is not only making

external commitments for marketing but also taking

actions to consider consumers. This kind of honest

practice helps to enhance the transparency of

The Impact of Corporate Social Responsibility Disclosure on Social Media on Consumer Purchase Intentions

607

enterprises, increase the trust of consumers, and

naturally increase the willingness to buy. As shown

in Fig. 3, Donate, Kind, Enterpriser reflects the

reviewers' recognition of the integrity of Enterprise C,

and shows the true entrepreneurial spirit of Enterprise

C, with transparent and true behavior. As shown in

Fig. 4, the words "Conscience", "Really", and

"Stable" represent reviewers looking for authenticity

in the products of D Enterprises. Enterprises show

transparent and honest behavior in CSR videos,

which can enhance consumers' trust in the brand and

enhance their purchase intention. 90. 5%, 90% and 82.

5% of the respondents in the questionnaire agreed

with patriotism, respectively, and the resonance of

reviewers with corporate values and the transparency

and integrity of the company were the key points for

reviewers to increase their purchase intentions.

Figure. 4. Enterprise D word cloud results.

3 SUGGESTION

3.1 Suggestions to Enterprises

3.1.1 Implement CSR in Multi-Angle and

Multi-Faceted

Corporations not only need to focus on responsibility

to consumers but are also concerned about

environmental protection and responsibility to

suppliers and employees. The entrepreneur or

manager needs to understand how the firm can make

the customer better off, while at the same time

offering an attractive value proposition to employees,

suppliers, communities, and financiers (Freeman &

Velamuri, 2023). It is important to note that it is not

possible to sustain making customers better off,

without at the same time making the other

stakeholders better off (Freeman & Velamuri, 2023).

Based on the above analysis, strong CSR will enhance

consumers' purchase intention. Therefore, enterprises

should pay attention to disclosing more issues related

to CSR in this aspect. For example, currently, there

will be a greater focus on sustainable development

issues. The Sustainable Development Goals (SDGs)

were launched in 2015 by the United Nations as a

global initiative aimed at eradicating poverty,

safeguarding the environment, and promoting peace

and prosperity for all by 2030, as outlined in the

United Nations 2030 agenda (Ghosh & Chakravarty,

2024). If society wants to achieve sustainable

development, enterprises should recognize that

multiple types and disclosures are necessary. Many

kinds of videos can help consumers learn about these

corporations and enhance purchase intention further.

3.1.2 Balance the Relationship Between the

Acquisition of Profits and CSR

To earn a lot of profits, enterprises may put too many

videos of implementation responsibility, which may

become a problem. CSR spending positively affects a

firm's revenue growth and profitability (Okafor et al.,

2021). Corporations can closely align CSR activities

with their main business objectives, rather than taking

CSR as an additional cost, and design the appropriate

amount of CSR videos according to the current

corporate strategy, rather than taking profit as the

purpose of CSR. CSR will promote market share

gains while gaining profits.

3.1.3 Make Sure CSR Sustainability and

Transparency

Corporations should take the CSR view as a long-

term view to ensure CSR sustainability and

transparency. CSR is a voluntary practice (Macro-

Lajara et al., 2022). Business leaders and

policymakers should promote and incentivize the

adoption of specific corporate governance

mechanisms to help firms better achieve CSR goals

(Derchi et al., 2021). Based on the above analysis,

reviewers focus on the transparency and integrity of

enterprises as the key points to generate purchase

intention for enterprises. Therefore, enterprises

should continue to disclose such behaviors, maintain

continuous interaction with consumers, and make

CSR content more transparent, expressing concrete

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and real content that can affect consumers in videos.

The sustainability of CSR will contribute to

enhancing consumers' loyalty.

3.2 Suggestions to Consumers

First, consumers need to follow and support CSR

when they buy goods. Based on the questionnaire

above, buyers pay attention to social responsibility

and take it into the purchase decision as an important

factor to measure when they buy a product after

watching the video. When purchasing products,

consumers can give priority to the enterprises donate

the poor areas and have environmental protection

products. Moreover, these enterprises can be selected

to support CSR for a long time in subsequent

purchases. This will help more companies to

emphasize CSR and improve innovative development.

Second, consumers should be aware of the over-

marketing role of enterprises in terms of corporate

social responsibility. Consumers should particular

attention to the fact that some businesses are

exaggerating the responsibility of their

implementation and launching a large number of

marketing on social media, creating a false

impression of strong CSR and causing customers'

purchase intention. Let the potential crisis in the early

stage get an early warning; let the trend of public

opinion get insight; and make the response of

enterprises more scientific and accurate (Shao et al.,

2022). Consumers should also Do adequate market

research and product understanding before shopping

to avoid impulse buying due to over-marketing by

enterprises.

4 CONCLUSION

In summary, this study found that the expression of

corporate social responsibility has a positive effect on

consumers' purchase intention and corporate culture

and connotation. Corporate positive energy content,

corporate transparency, and integrity are the key

points of social responsibility disclosure. The

findings have advantages to make the companies

better use of social media for publicity and improve

social progress. It also helps enterprises pay more

attention to CSR and lead other enterprises to follow

suit, promoting sustainable development together.

More suggestions are to be given to the corporations

and consumers separately based on the findings of the

research. It makes CSR go deeper into the hearts of

businesses and consumers. Despite the contributions

of this study, several limitations need to be

acknowledged. One limitation is research data is

relatively simple. This paper has selected some

representative companies to analyze, but the current

types of companies are diverse. Future research

should further refine the types of firms. Moreover,

researchers should further explore the impact of the

type of video disclosure CSR on consumers' purchase

intention, and whether the purchase intention is

finally transformed into behavior. In addition,

exploring different social media applications and

different cultures may bring more in-depth insights

into CSR.

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