INDONESIAN CUSTOMER PERCEPTIONS OF CORPORATE SOCIAL RESPONSIBILITY THROUGH SOCIAL MEDIA

Abstract

This study aims to explore Indonesians’ perceptions of Corporate Social Responsibility
(CSR) through social media. It focuses on the awareness of customers in paying attention to a
company’s CSR or vice versa, and their perceptions of the CSR. Using the complexity of
consumer behavior to address their perceptions supported by social media as a marketing
communication medium is appropriate for describing the CSR phenomenon from e-business
perspective. This paper will help companies describe the role of CSR through social media. It
will address the influence of CSR on consumer loyalty and drive the increase of production.
Research data were collected by using a questionnaire distributed to customers of CSR
through social media. The questionnaire explored the consumers’ perspective of CSR
information given by companies through social media.