“Comments are disabled for this video”: A technological affordances approach to understanding source credibility assessment of CSR information on YouTube

Meng Qi Liao, Angela K Y MAK*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

Abstract

Scarce research has focused on the technological aspects of social media in CSR communication. Many public relations practitioners are reluctant to interact online although social media platforms such as YouTube provide two-way communication interface. Using the MAIN model, this study explored how bandwagon cues (more likes/dislikes) and interaction cues (enable/disable commenting) influence the perceived source credibility assessment (trustworthiness, goodwill, and competence) of CSR information on YouTube. Through a 2 × 2 factorial experiment (N = 204), no interaction effects were found in general; but a main effect of the enabling comment interface existed toward the perceived trustworthiness of the company regardless of likes/dislikes received on the CSR video, which further leads to individual's attitudes toward the company's CSR efforts. The finding paves a way for an explanation of the effectiveness of enabling the commenting function of using YouTube to enhance CSR communication.

Original languageEnglish
Article number101840
JournalPublic Relations Review
Volume45
Issue number5
DOIs
Publication statusPublished - Dec 2019

Scopus Subject Areas

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

User-Defined Keywords

  • CSR communication
  • CSR video
  • Heuristic cues
  • Public relations
  • User comment
  • YouTube

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