Interdependent self-construal and number of Twitter followers: consumer responses to alcohol industry corporate social responsibility (CSR) campaign on Twitter

Twitter has become an important means of communicating alcohol industry CSR campaigns. However, little is known about individual differences in consumer responses to CSR campaigns in the context of Twitter. An online experiment was conducted to explore the effects of interdependent self-construal on purchase and electronic word of mouth intentions through attitudes toward CSR campaigns on Twitter. Results found that the indirect effects were stronger when the number of Twitter followers was higher. Also, the indirect effects were presented for females, but not for males. Theoretical and managerial implications of these findings were also discussed in more detail.