Abstract

Purpose: This study explores how eco-friendly Corporate Social Responsibility (CSR) initiatives, when communicated through traditional and digital media, influence consumer behavior in South Korea’s automotive industry. It examines the indirect effects of CSR publicity via media coverage on green vehicle sales by analyzing the mediating role of Instagram-based electronic word-of-mouth (eWOM), offering a clearer understanding of how communication prompts consumer response and leads to purchasing behavior. Research Design and Methodology: Using monthly panel data from 22 automotive brands over a 29-month period (610 observations), we analyze the causal pathway from CSR news exposure to Instagram engagement and subsequent green vehicle sales. The volume of Instagram posts is treated as a proxy for consumer-generated eWOM. Findings: Our results show that eco-friendly CSR news reports significantly increase Instagram eWOM, which in turn contributes to higher sales of eco-friendly vehicles. This confirms the mediating role of social media engagement in translating CSR communication into real market behavior. Conclusions: This study is the first to empirically demonstrate the indirect effect of CSR news coverage on actual product-level outcomes via eWOM in the South Korean automotive industry. The findings offer new insights into how firms can strategically amplify CSR impact by leveraging third-party media and consumer-driven communication channels.