Customer participation in brand environmental responsibility is necessary for enterprises and consumers to co-create value. However, it is not yet clear why some corporate social responsibility (CSR) communications are more effective in attracting higher customer participation in a digitally transparent environment. Based on signal theory and social identity theory, this study examines the impact of the interactive effect of CSR strategy (proactive vs. reactive) and transparency signals (high vs. low) on customer trust (perceived integrity and perceived competence), customer–brand identification, and participation intention in brand environmental responsibility. We conduct a 2 × 2 study with 140 respondents. The findings reveal a significant interaction effect of CSR strategy and transparency signals on perceived integrity, perceived competence, and participation intention in brand environmental responsibility. Mediation analysis reveals that the impact of CSR strategy on participation intention is serially mediated via perceived trust and customer–brand identification and varies across different transparency levels.

Background: For the last decade, doctor-patient contradiction in China has remained prominent, and workplace violence toward medical staff still occurs frequently. However, little is known about the types and laws of propagation of violence against medical staff online. Objective: By using a self-organizing map (SOM), we aimed to explore the microblog propagation law for violent incidents in China that involve medical staff, to classify the types of incidents and provide a basis for rapidly and accurately predicting trends in public opinion and developing corresponding measures to improve the relationship between doctors and patients. Methods: For this study, we selected 60 cases of violent incidents in China involving medical staff that led to heated discussions on the Sina microblog from 2011 to 2018, searched the web data of the microblog using crawler software, recorded the amount of new tweets every 2 hours, and used the SOM neural network to cluster the number of tweets. Polynomial and exponential functions in MATLAB software were applied to predict and analyze the data. Results: Trends in the propagation of online public opinion regarding the violent incidents were categorized into 8 types: bluff, waterfall, zigzag, steep, abrupt, wave, steep slope, and long slope. The communications exhibited different characteristics. The prediction effect of 4 types of incidents (ie, bluff, waterfall, zigzag, and steep slope) was good and accorded with actual spreading trends. Conclusions: Our study found that the more serious the consequences of a violent incident, such as a serious injury or death, the more attention it drew on the microblog, the faster was its propagation speed, and the longer was its duration. In these cases, the propagation types were mostly steep slope, long slope, and zigzag. In addition, the more serious the consequences of a violent incident, the higher popularity it exhibited on the microblog. The popularity within a week was significantly higher for acts resulting from patients' dissatisfaction with treatments than for acts resulting from nontherapeutic incidents.

Corporate social responsibility (CSR) in the food industry has received increasing attention in recent years. Many scholars have paid attention to case studies and other empirical analyses in this field, but there is no systematic or scientific literature review. The purpose of this study is to quantitatively evaluate the knowledge structure, research hotspots, and development history in CSR in the food industry. After searching, screening, and commenting, 498 articles were left for citation analysis, co-citation analysis, and co-word analysis. The main findings of the research are as follows: (1) The overall development status of the research in the field. The analysis of the three fields that constitute the knowledge structure. (2) Research in this field has become a hot spot, but the research is rather scattered, and the scholars and experts do not have a special research core. (3) The keywords’ cluster results in 9 clustering tags, which are further grouped into 7 groups. The research of the scholars focuses on the food supply chain, consumer perception, and social media communication. (4) The research topics in this field focus on environmental responsibility, nutrition and health, and food safety. The research results show that future research should be more in-depth and reflect the new characteristics of the Internet, digitalization, and big data.

Corporate social irresponsibility (CSI) seriously damages the rights and interests of stakeholders, particularly consumers. This study analyzes the consumer response to food performance irresponsibility and food corporate ethics irresponsibility by moral emotions. A situational simulation experiment was conducted with the following results: (1) Food performance irresponsibility has the greatest impact on consumer boycotts, while corporate ethics irresponsibility more often leads to consumers’ negative word of mouth (NWOM). (2) Moral emotions play a strong mediating role between CSI and consumers’ NWOM and boycott behavior. (3) Gender significantly moderates the propagation path from moral emotions to NWOM, and female consumers react more strongly to food performance irresponsibility. In conclusion, the paper offers empirical evidence of the effect food corporate social irresponsibility has on consumers’ different responses. Furthermore, it can help food enterprises to identify different CSI types and develop corresponding governance strategies.

Based on the theories of moral identity, community engagement, emotional attachment, and brand loyalty, this study aims to explore oppositional loyalty’s driving factors and dimensional structure (the willingness to pay a price premium, oppositional referrals, schadenfreude, and trash-talking). Our samples comprised 533 members who contributed more than three posts monthly in Xiaomi’s mobile online communities. The structural equation modeling method was utilized to test direct effects, and hierarchical regression was adopted to verify the moderating relationship. The findings show that community engagement and brand attachment positively affect oppositional loyalty, and brand attachment partly mediates the influence of community engagement on oppositional loyalty. Furthermore, moral identity positively moderates the impacts of community engagement and brand attachment on oppositional referrals. On the contrary, moral identity negatively moderates the relationships between community engagement and trash-talking as well as between community engagement, brand attachment, and schadenfreude. Negative effects on competing brands are harmful to favored brands through the moderating effects of moral identity. Enterprises and online communities should discard the idea that more oppositional loyalty is ideal and correctly guide members’ positive and negative behaviors.