Purpose This study aims to integrate Emotions as Social Information Theory (ESIT) into the context of interactive corporate social responsibility (CSR) communication by restaurant firms on social media to examine how interactive CSR messaging influences empathy, social norms and social identity, how these mediators affect online brand advocacy, and how consumers’ sense of power moderates the effects of CSR on empathy and perceived norms. Design/methodology/approach This study collected data from 683 US participants by utilizing premium qualifications for sample stratification from Amazon Mechanical Turk. A structured questionnaire survey was employed with validated measurement scales. Structural equation modeling was conducted to examine the measurement and structural model, while PROCESS Macro (Model 1) was used to test the moderating role of sense of power. Findings This study found that 1) dialogic and emotionally framed CSR messages effectively elicit favorable consumer reactions, enhancing message credibility and brand sincerity, 2) empathy plays the role of a mediator linking interactive CSR communication to social norms and social identity, 3) interactive CSR communication enhances consumers’ sense of belonging and shared purpose and 4) powerful consumers are more receptive to emotionally resonant CSR messages. Research limitations/implications Drawing from ESIT, this study contributes to the theoretical advancement of CSR communication by highlighting the pivotal role of empathy as both an emotional response and a mediating mechanism within the context of restaurant firms’ interactive communication on social media. Originality/value This study advances ESIT, offering new insights into how emotional and normative cues embedded in digital CSR communication shape consumer engagement in hospitality settings.
Sung et al. (Mon,) studied this question.