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The study aims to explore the expectations and perceptions of corporate social responsibility (CSR) strategies among Chinese fast-food diners, and to investigate the relationships among CSR strategies, consumer satisfaction and customer loyalty behaviors. Chinese diners’ knowledge about a real world brand’s CSR activities was also investigated.

Setting the research context on the fast food industry in China and selecting McDonald’s as the subject brand, a survey study was conducted in a Southern Chinese mid-scale city. A convenience sample of 320 was withdrawn, and the data were analyzed with SPSS 18.0.

Results from the study show that the Chinese fast food diners expect restaurant companies to attach more importance to “(product) nutrition and well-being (of customers)” and “environment sustainability” to be considered socially responsible. CSR performance was found to be the most influential factor in the consumers’ loyalty behaviors compared to customer satisfaction with service, product and the total visit experience. The study also found that many of McDonald’s CSR activities were unknown to the Chinese respondents.

China is an attractive market to most global companies including fast food chain companies. Understanding Chinese diners’ expectations and perceptions toward companies’ CSR strategies will contribute to the success rate of companies operating in China. In addition, by using a real-world brands as the research context, the study tries to avoid perception bias of respondents due to the different interpretations of CSR in different organizations and industries.

During the COVID-19 pandemic, the public relied heavily on digital media to stay tuned for the latest update. Media preference could increase risk perceptions, although the influence of diverse media exposure remains unknown. Based on protection motivation theory, this study aims to investigate how digital media exposure diversity and information verification influence vaccination intention.

Analyzing survey data from 837 respondents in China, this study examined the effects of digital media exposure on information verification, including their influences on the threat appraisal, coping appraisal, vaccine misinformation beliefs, subjective norms and trust in vaccines.

Results indicate that diversity of digital media exposure increased threat appraisal (perceived severity) and coping appraisal (response efficacy and self-efficacy), while information verification increased only coping appraisal (response efficacy and self-efficacy). In addition, diversity of digital media exposure decreased vaccine misinformation beliefs. Furthermore, digital media exposure and information verification were linked to vaccination intention via the mediations of response efficacy, subjective norms and trust in vaccines.

This study is the first of its kind to investigate media exposure diversity in the context of vaccination and health crises. Our findings extended the PMT framework by exploring proactive information-related behaviors as antecedents of mediation processes. In addition, we examined misinformation beliefs, social norms and trust as societal influences. Theoretical and practical implications are also discussed.