Exploring CSR authenticity and cognitive CSR proximity: engaging Chinese consumers in virtual CSR

Purpose CSR authenticity reflects the perceived trustworthiness of CSR activities. Despite its importance, research on CSR authenticity in virtual contexts remains limited. This study investigates how specific dimensions of CSR authenticity influence consumer engagement in virtual CSR initiatives by focusing on the mediating role of cognitive cause proximity (i.e. cause salience and cause relevance). Design/methodology/approach Data were collected through a structured online survey on Chinese social media, which yielded 389 valid responses. Structural equation modelling using AMOS 24 was employed to test the proposed hypotheses. Findings The results show that perceived benevolence and the broad impact of CSR authenticity positively affect consumer engagement in virtual CSR. Significantly, cause relevance mediates the relationship between the broad impact of CSR and CSR engagement. However, cause salience unexpectedly reduces consumer engagement in virtual CSR initiatives. Originality/value This study extends construal level theory (CLT) and social exchange theory (SET) to virtual corporate social responsibility, offering fresh insights into how consumers respond to authentic CSR efforts. Practitioners can enhance CSR authenticity by highlighting its broad impact and benevolence to drive engagement while being cautious about overemphasising cause salience, which may risk alienating consumers.