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Accusations of greenwashing and corporate scandals have increased individuals’ skepticism of companies and their CSR claims. As a result, corporations seek to improve individuals’ perceptions of the credibility and authenticity of their CSR communication. Using signaling theory, this study tested to what extent external certifications from a non-profit organization act as a signal to affect individuals’ skepticism toward CSR, which, in turn, could influence individuals’ perceptions of CSR communication authenticity and credibility.

We conducted a one-factorial (CSR communication with or without CSR certification) between-subjects online experiment, surveying 184 individuals. Mediation analyses were performed to test our hypotheses. Participants were randomly assigned to a made-up corporate website text in which corporate efforts were either certified with the B Corporation Certification, one of the most established non-profit organization’s certifications of CSR or in which no certification was indicated.

The results demonstrate that external CSR certifications decrease individuals’ CSR skepticism and increase the perceived authenticity and credibility of CSR communication. CSR skepticism partially mediated the effect between the certification condition and CSR communication authenticity and credibility.

The study advances CSR communication research by providing empirical evidence of the positive effect of CSR certifications on the perceived authenticity and credibility of CSR communication. Businesses can signal the veracity of their CSR claims by obtaining a CSR certification, which decreases individuals’ skepticism toward CSR.

This paper aims to illustrate the scope and challenges of using computer-aided content analysis in international marketing with the aim to capture consumer sentiments about COVID-19 from multi-lingual tweets.

The study is based on some 35 million original COVID-19-related tweets. The study methodology illustrates the use of supervised machine learning and artificial neural network techniques to conduct extensive information extraction.

The authors identified more than two million tweets from six countries and categorized them into PESTEL (i.e. Political, Economic, Social, Technological, Environmental and Legal) dimensions. The extracted consumer sentiments and associated emotions show substantial differences across countries. Our analyses highlight opportunities and challenges inherent in using multi-lingual online sentiment analysis in international marketing. Based on these insights, several future research directions are proposed.

First, the authors contribute to methodology development in international marketing by providing a “use-case” for computer-aided text mining in a multi-lingual context. Second, the authors add to the knowledge on differences in COVID-19-related consumer sentiments in different countries. Third, the authors provide avenues for future research on the analysis of unstructured multi-media posts.

The purpose of this paper is to represent the first empirical attempt to explore global-local consumer identities as drivers of global digital brand usage. Specifically, this study considers a unique category of digital products, social networking sites (SNS), and develops a set of hypotheses to assess the mechanism through which location-based identities influence the actual usage of global SNS (Facebook and Instagram). Moreover, cross-country variations are investigated under the lens of developed vs developing countries.

Cross-country surveys in a developed (Austria) and a developing country (Thailand) were conducted. Data collected from 425 young adults were analyzed using SEM techniques in order to test a set of hypotheses.

Results show that in Thailand, users with a global identity enjoy participating in global SNS more than their counterparts in Austria. In addition, consumers with a local identity in Thailand demonstrate less pleasure when participating in global SNS than their counterparts in Austria, and consequently are less inclined to use global SNS.

Findings provide digital marketers with useful insights into important strategic decisions regarding the selection and potential adaptation of global digital brands according to the country context.

This research is the first to extend the location-based identity research in the context of global digital brands, explain how global-local identities predict SNS usage through an engagement mechanism and investigate cross-country variations of this mechanism.

Many firms struggle to implement strategies that can successfully enhance the environmental sustainability of their processes. Drawing on the theories of green intellectual capital and complementary assets, this study develops a model describing the mechanism whereby firms can translate a green (i.e., environmental) strategy into a superior green process innovation performance (GPIP).

Regression analysis of multi-source survey data collected from 514 managers at 257 firms (257 top management members and 257 safety or environmental managers) was used to test the hypotheses.

A firm's green strategic intent has positive effects on the three aspects of green intellectual capital (i.e., human, organizational and relational capital). In turn, these three aspects have positive effects on GPIP. Moreover, green organizational capital positively moderates the effect of green relational capital on GPIP, whereas it negatively moderates the effect of human capital on GPIP.

In order to implement a green strategy successfully, especially in polluted industries such as the chemical industry, managers need to develop not only the firm's tangible resources but also its intangible resources. The more they invest in green organizational capital, the higher the level of GPIP that can be achieved. On average, a firm's green human capital is more important than its organizational and relational capital. Moreover, its organizational capital helps capture the benefits of its relational capital, but it impairs the creativity of its human capital.

The authors contribute to the literature on green strategy implementation by suggesting that green intellectual capital plays a mediating role in the relationship between a firm's green strategic intent and GPIP.