Responsible Consumption Through Social Media. An Empirical Study of Responsible Posting on Social Media and Its Impact

Inhaltsverzeichnis (Table of Contents)

• Introduction
  • Background and Relevance
  • Research Problem and Objectives
  • Research Method
  • Structure
• Literature Review and Research Problem
  • Responsible Consumer Behavior
    • Definition of Responsible Consumer Behavior
    • Drivers and Antecedents of Responsible Consumer Behavior
  • Marketing in Social Enterprises
    • Definition of Social Enterprises
    • Marketing Challenges for Social Enterprises
    • Marketing Practices of Social Enterprises
  • Priming Effect
  • Objectives and Research Questions
• Study 1: Content Analysis
  • Research Method
    • Research Design
    • Sampling Decisions
    • Coding Procedure
    • Intercoder Reliability
  • Analysis and Results
    • Category System
    • Quantitative Analysis of Categories
  • Discussion of Findings
• Study 2: Online Experiment
  • Research Method
    • Research Design
    • Experimental Stimuli
    • Questionnaire Design and Measures
    • Procedure and Data Collection
  • Analysis and Results
    • Descriptive Statistics
    • Reliability and Validity Check of Measures
    • Verification of Premises
    • Test for Effects
  • Discussion of Findings
• Conclusion
  • Summary and General Discussion of Findings
  • Theoretical Implications
  • Managerial Implications
  • Limitations and Future Research Avenues

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis aims to investigate the role of social media in promoting responsible consumption by social food enterprises. It examines the content of social media posts addressing impact topics and investigates the influence of these posts on consumer attitudes and behaviors.

• The role of social media in promoting responsible consumption by social food enterprises.
• The characteristics of social media posts addressing impact topics.
• The influence of impact-posts on consumer concern for the environment and society.
• The impact of impact-posts on environmentally and socially responsible consumer intentions.
• The potential for using social media to promote responsible consumer behavior.

Zusammenfassung der Kapitel (Chapter Summaries)

The introduction provides background information on the topic and outlines the research problem and objectives. Chapter 2 reviews relevant literature on responsible consumer behavior, social enterprise marketing, and the priming effect, establishing a theoretical foundation for the study. Chapter 3 presents a content analysis of social media posts from social food enterprises, exploring the characteristics of impact-posts and their prevalence. Chapter 4 describes an online experiment designed to assess the influence of impact-posts on consumer attitudes and behaviors. The conclusion summarizes the findings and discusses their theoretical and managerial implications, outlining limitations and future research avenues.

Schlüsselwörter (Keywords)

This study focuses on responsible consumption, social food enterprises, social media, impact-posts, content analysis, online experiment, consumer attitudes, and responsible consumer intentions.