The Impact of Social Media on Consumer Perception of Corporate Social Responsibility: A Case Study of Uber

This report explores the impact of social media on consumer perception of corporate social responsibility (CSR) using Uber as a case study. The study analyzes data collected from Macquarie University students aged 18 and above through quantitative research methods. The findings suggest that effective use of social media positively influences consumer perception of CSR. Recommendations for Uber include evaluating competitor strategies, balancing modern and traditional marketing methods, and continuous market research.

A REPORT BASED ON THE
DATA ATTACHED

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
REFINEMENT OF RESEARCH QUESTION...............................................................................3
RESEARCH METHODS................................................................................................................3
DATA ANALYSIS..........................................................................................................................4
DISCUSSION AND RECOMMENDATION...............................................................................18
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20

INTRODUCTION
The corporate social responsibility is a management concept which states that company
integrates the social and environmental concerns of the business operations and interaction with
their stakeholders. The major purpose of CSR is to give back to the society which the business
has undertaken in order to conduct their business and operations. The current study is based on
company Uber which is an American technology company. The company was founded in 2009
in San Francisco us. The current study will outline the fact that whether over was capable of
understanding that how consumer perceives the CSR through the help of social media. For the
qualitative research the participation of Macquarie University student aged 18 and above will be
undertaken.
REFINEMENT OF RESEARCH QUESTION
The research questions or the hypothesis being set within the successful completion of the
research are as follows-
H0- there is no significant relation between the use of social media and the company being
socially responsible.
H1- there is no significant relation between the use of social media and the company being
socially responsible.
The questionnaire is being prepared on the basis of these hypotheses. The reason underlying this
fact is that the major aim underlying the research is to prove the hypothesis and if there will be
any relation between the two variables then the research objective will be attained. In the present
case the dependent variable is the company being socially responsible and this is dependent over
the use of social media. In case the company is effectively using social media then they will be
more socially responsible.
RESEARCH METHODS
With respect to the research method in order to complete the current study the use of
quantitative research has been undertaken (Jeon, Lee and Jeong, 2020). The reason underlying
these factors that the quantitative research provides more logical and clear Idea was relating to
the objective of the study. In addition to this with help of random sampling method some
questions were asked to the respondents and they were free to participate within the study. In

addition to this they were also free to withdraw their participation at any time without having to
give a valid reason and without any consequence. In addition to this the use of statistical tool like
SPSS has been undertaken in order to evaluate the collected data for stop in addition to this the
descriptive statistics and the use of tools like regression and correlation was used in order to
analyse and interpret the data.
DATA ANALYSIS
Descriptive statistics

Interpretation- with the help of the above descriptive analysis it is clear that the majority of the
people state that Uber is conducting all the CSR activities in proper and effective manner (Kang,
Slaten and Choi, 2021). In addition to this people also agree that social media post have some
educational message is about to the current covid-19 situation. Further with the evaluation of the
data it was analysed that I'm the company Uber has responded in a timely manner with respect to
the covid-19 over the social media. In addition to this majority of the people agreed that Uber has
instigated the covid-19 safety protocols on timely manner. In addition to this the above analysis
also highlighted the fact that I'm majority of the people states that who was covid-19 information
shared with help of social media is always authentic.
In addition to this sum it was evaluated that maximum of the respondents agreed to that
over is socially responsible for stop along with this it was also evaluated that the majority of

participants agreed that over is socially responsible over the social media is well and displays the
different CSR activities within their social media promotions is well (Fatma and et.al., 2020).
Use of SPSS
Regression
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .278 0.077 0.062 0.9296
a Predictors: (Constant), what social media
do you use the most?
ANOVA
Model
Sum of
Squares df
Mean
Square F Sig.
1 Regression 4.345 1 4.345 5.028 .029
Residual 51.849 60 0.864
Total 56.194 61
a Dependent Variable: Uber displays CSR in
their social media promotions
b Predictors: (Constant), what social media do
you use the most?
Coefficients
Model
Unstandardized
Coefficients
Standardized
Coefficients t Sig.
B
Std.
Error Beta
1 (Constant) 4.202 0.275 15.276 0
what social
media do you
use the most? -0.268 0.119 -0.278 -2.242 0.029
a Dependent Variable: Uber
displays CSR in thier social
media promotions
Interpretation- With the help of the analysis of the regression two it was evaluated that the of
both the variables is 27.8 %. This simply means that the correlation among both the variables is
27.8 % which is moderate. Further with the analysis of the ANOVA table it was identified that
the significance value is 0.029 which is less than the standard that is 0.05. With the evaluation it

can be stated that the variables that is the use of social media and the company being socially
responsible is present (Arli and et.al., 2019). The reason underline this fact is that the standard
criteria states that if the P value is less than 0.05 then the alternative hypotheses is accepted
which states that there is a significant relationship being present within the two variables. Hence
within present case of Uber Company the alternate hypothesis is accepted rejecting the null
hypothesis. The alternate hypothesis states that there is a significant relationship between the
company being socially responsible and the use of the social media.
Correlation
Correlations
What social media do you
use the most?
Uber is socially
responsible
What social media do you
use the most?
Pearson
Correlation 1 0.183
Sig. (2-
tailed) 0.154
N 62 62
Uber is socially responsible
Pearson
Correlation 0.183 1
Sig. (2-
tailed) 0.154
N 62 62
With the evaluation of the correlation it was clear that the correlation between the use of social
media and is Uber socially responsible is low. The correlation was 18.3% which is very low.
DISCUSSION AND RECOMMENDATION
As per the views of Allen and et.al., (2020) it was analysed that use of social media and
the CSR activities is very essential. The reason underlying this fact is that in case the company is
effectively using the CSR activities and the social media is well then which will result in
increased operational efficiency of the company. More of the consume was will be liking the
company because they are using the latest technology that is the use of social media and is well
they are taking care of the society as well.
But in contrast to this Etter, Fieseler and Whelan (2019) argued that too much use of
social media can negatively impact the working and operations of the company. The reason
underlying this fact is that term in case of major preferences been given over theme use of social
media than the traditional methods will not be used. Hence this will not attract those people who

are not having access to the use of social media. Along with this if more preference will be given
to the excess use of social media then this will result in increase in cost of the company.
Recommendation
With the evaluation of the findings and discussion it was identified that Uber needs to improve
their working efficiency in order to attain more profitability. Hence for this some of the key
recommendations to Uber are as follows-
 Firstly it is recommended to over that they must evaluate the strategies of the
competitors. The reason underlying this fact is that if the competitive strategy will be
analysed then this will provide an idea to know that how they can effectively manage
their working with respect to the operations of the competitor.
 Along with this it is also recommended to Uber that they must make a balance between
both the modern marketing that is social media marketing and the traditional marketing
methods. The reason underline this fact is that if they will ignore the traditional methods
then this will not attract a majority of the consumer's. This is pertaining to the fact that
many of the consumers are not acquainted with the latest technological related marketing.
 With the further analysis it is also recommended to Uber that they must continuously
research within the market. The reason underline this fact is that there are many different
changes taking place within the external environment and it is very essential for the
business to undertake each and every change that is whether it will effective business or
not.
CONCLUSION
In the end it was concluded that the use of effective social media practices and the CSR
activities is the key for success within the current competitive environment. The reason
underlying this fact is that currently consumers are more conscious relating to the protection of
the society. Hands when the company will undertake effective CSR practices then this will
definitely motivate the consumers to deal with the company.

REFERENCES
Books and Journals
Allen, A.M., and et.al., 2020. Can corporate social responsibility deter consumer dysfunctional
behavior?. Journal of Consumer Marketing.
Arli, D., and et.al., 2019. Hypocrisy, skepticism, and reputation: the mediating role of corporate
social responsibility. Marketing Intelligence & Planning.
Etter, M., Fieseler, C. and Whelan, G., 2019. Sharing economy, sharing responsibility?
Corporate social responsibility in the digital age. Journal of Business Ethics, 159(4),
pp.935-942.
Fatma, M., and et.al., 2020. The sharing economy: the influence of perceived corporate social
responsibility on brand commitment. Journal of Product & Brand Management.
Jeon, M.M., Lee, S. and Jeong, M., 2020. Perceived corporate social responsibility and
customers’ behaviors in the ridesharing service industry. International Journal of
Hospitality Management, 84, p.102341.
Kang, J., Slaten, T. and Choi, W.J., 2021. Felt betrayed or resisted? The impact of pre‐crisis
corporate social responsibility reputation on post‐crisis consumer reactions and
retaliatory behavioral intentions. Corporate Social Responsibility and Environmental
Management, 28(1), pp.511-524.