Determinants of corporate sustainability message sharing on social media: A configuration approach
研究通过调查527名英国社交媒体用户，运用模糊集定性比较分析，发现信息质量和来源可信度的组合影响企业可持续信息的分享行为，帮助管理者避免绿色洗白并提升传播效果。
Abstract With an increasing number of consumers receiving information on social media, companies have adopted these channels to communicate their sustainability efforts. Digital channels enable reaching large audiences in a short period of time, and engaging consumers in message sharing activities to reap those rewards has its own challenges. Companies need to understand what increases sharing of their sustainability messages, but they must be mindful of not overstating their sustainability efforts which may be perceived as greenwashing. The Information Adoption Model is used to assess how message information quality and source credibility affect sharing of corporate sustainability messages. A fuzzy‐set Qualitative Comparative Analysis is conducted on a survey of UK social media users ( n = 527). Results show that dimensions of information quality and source credibility act in combination to influence sustainability message sharing. The study informs managers what to stress in social media message planning to facilitate effective sustainability communications.