Research on the Impact of Corporate Social Responsibility on Consumer Behavior—Case Analysis Based on ERKE
DOI:
https://doi.org/10.54097/ebrxg187Keywords:
Corporate Social Responsibility, Consumer Attribution, Perceived Sincerity Motivation, Consumer Identification.Abstract
Nowadays, corporate social responsibility (CSR) has become an important component of corporate marketing strategies. Numerous studies have shown that companies can establish a good image and gain consumer support by fulfilling corporate CSR, but most of them focus on theoretical and empirical analysis, with few studies analyzing a prominent case of a specific company. Based on the research results of previous scholars on the impact of CSR on consumer behavior, this article analyzes the case of ERKE’s donation in 2022 and elaborates on the issues of ERKE’s CSR behavior causing popularity, the current short duration of popularity and the crisis of perceived sincerity of motivation in ERKE’s CSR behavior. Suggestions are also provided for ERKE’s future implementation of CSR, such as creating sustainable brand value and improving transparency of communication. This study provides a feasible theoretical basis for enterprises to influence consumer behavior positively based on CSR and looks forward to future research directions.
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