Bringing together social media and sustainability: sustainable social media users tell more

Two research areas that have attracted considerable attention in recent marketing research are sustainability and social media. Our approach combines these two areas by developing and testing a conceptual framework that relies on social identity theory. First, we suggest an influence of environmental-consciousness and perceived corporate social responsibility. Second, we analyze the effects of perceived corporate social responsibility on the consumers' intention to share experiences. Finally, we examine the influence of Internet usage and the number of used social media channels on intention to share. The proposed structural equation model is mostly supported by empirical data we gathered through a consumer survey conducted in four countries. The paper offers useful insights for managers to handle social media channels.