Skip to main page content
U.S. flag

An official website of the United States government

Dot gov

The .gov means it’s official.
Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

Https

The site is secure.
The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

Access keys NCBI Homepage MyNCBI Homepage Main Content Main Navigation
Review
. 2022 May 26:13:919601.
doi: 10.3389/fpsyg.2022.919601. eCollection 2022.

Corporate Social Responsibility and Consumer Emotional Marketing in Big Data Era: A Mini Literature Review

Jing Shao  1 , Tianzi Zhang  1 , Haohui Wang  2 , Yuanhao Tian  3
Affiliations
Review

Corporate Social Responsibility and Consumer Emotional Marketing in Big Data Era: A Mini Literature Review

Jing Shao et al. Front Psychol. .

Abstract

In the digital era, big data can strengthen the awareness of corporate social responsibility (CSR) and make CSR more transparent to consumers. While big data continues to deepen the business transformation of enterprises, it is also a process of constantly understanding consumption and public expectations. In this process, the cognitive structure of enterprises is constantly adjusted, no longer simply pursuing performance but constantly realizing the expectations of users and society in order to maintain performance. Through mass media, corporate media, and other platforms, CSR is easier to affect consumers' emotions. By reviewing the theory of emotional marketing and related research, this paper focuses on the different emotional ties between CSR and consumers and their different effects on consumers. This paper further emphasizes the profound significance of emotional marketing theory for understanding CSR in the era of big data. In addition, this paper also calls for more research based on big data technology, broken down by consumer needs - more specific attention to the different impacts of CSR on different consumers.

Keywords: big data; consumer; corporate social responsibility; emotional marketing; performance.

PubMed Disclaimer

Conflict of interest statement

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Similar articles

See all similar articles

Cited by

References

    1. Aaker D. A. (2004). Leveraging the corporate brand. Calif. Manage. Rev. 46 6–18. 10.2307/41166218 - DOI
    1. Ahearne M., Bhattacharya C. B., Gruen T. W. (2005). Antecedents and consequences of customer-company identification: expanding the role of relationship marketing. J. Appl. Psychol. 90:574. 10.1037/0021-9010.90.3.574 - DOI - PubMed
    1. Amsami M., Ibrahim S. B., Hamid A. A. (2020). Influence of philanthropic corporate social responsibility on customers’ loyalty: mediation role of customers’ gratitude. Afr. J. Bus. Econ. Res. 15 253–277. 10.31920/1750-4562/2020/v15n3a11 - DOI
    1. Aquino K., Reed A. (2002). The self-importance of moral identity. J. Pers. Soc. Psychol. 83 1423–1440. - PubMed
    1. Barbeito-Caamaño A., Chalmeta R. (2020). Using big data to evaluate corporate social responsibility and sustainable development practices. Corp. Soc. Responsib. Environ. Manage. 27 2831–2848. 10.1002/csr.2006 - DOI

LinkOut - more resources