Small businesses use on social media to advocate CSR and relationship outcomes among stakeholders

Abstract

The present study experimentally investigated the interactivity on social media platforms of small 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.