Small businesses use on social media to advocate CSR and relationship outcomes among stakeholders
Date
2023
Authors
Contributor
Advisor
Department
Instructor
Depositor
Speaker
Researcher
Consultant
Interviewer
Narrator
Transcriber
Annotator
Journal Title
Journal ISSN
Volume Title
Publisher
Volume
Number/Issue
Starting Page
Ending Page
Alternative Title
Abstract
The present study experimentally investigated the interactivity on social media platforms ofsmall businesses in Hawaiʻi, specifically identifying which social media platforms businesses
primarily use when they promote CSR activities and what kind of CSR strategies promote
positive relationship outcomes (i.e. trust, loyalty, and transparency) with customers. Past research
studies have identified helpful strategies for small businesses to implement in order to increase
customers; However, the relationship outcomes with customers needed to be further researched.
Small businesses in Hawaiʻi were chosen as primary participants to provide direct applicability
to these businesses and hoping it can translate to other businesses as well. 13 small businesses in
Hawaiʻi were interviewed online answering questions about the social media platforms in which
they currently use and finding successful CSR activities that can be used as a guide to increase
positive relationship outcomes with their customers. Findings concluded that Instagram is the
most used platform among participants in which their personal experiences with social media
and target audience influenced their decision to create their business an account. Sharing behind
the scenes content such as product making, personal values, community outreach, and
sustainable actions can help reach out to like-minded customers and build a strong connection
with a small business. Findings related to the research questions emphasized humanizing their
small business is vital to maintain and grow relationally with their customers. Since participants
in this study were small businesses in the food and services and retail sector, expanding the
research to restaurants and the hospitality industry may propose different CSR strategies to
promote on social media.
Description
Keywords
Communication, Corporate social responsibility, relational outcome, small business, social media, sustainability practices
Citation
Extent
Format
Geographic Location
Time Period
Related To
Related To (URI)
Table of Contents
Rights
All UHM dissertations and theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission from the copyright owner.
Rights Holder
Local Contexts
Collections
Email libraryada-l@lists.hawaii.edu if you need this content in ADA-compliant format.