Fleeting goodness: how ephemeral CSR content shapes message engagement and avoidance

Purpose This study investigates the ephemerality effect of corporate social responsibility (CSR) messages on CSR engagement and message avoidance, considering the mediation role of cognitive load and the moderation role of brand familiarity and content relevance using Instagram Stories. Design/methodology/approach A 2 × 2 between-subjects experimental design was employed, involving 464 customers of a coffee shop in the United States. Findings The results show that ephemeral CSR messages (Instagram stories) predict less CSR message engagement and more CSR message avoidance compared to perpetual CSR messages (Instagram posts). Additionally, these relationships are mediated by customer cognitive load. Moreover, brand familiarity negatively moderates the relationship between the ephemerality effect of CSR messages and CSR engagement. However, brand familiarity does not moderate the relationship between the ephemerality effect of CSR messages and CSR message avoidance. The results also indicate that content relevance moderates the relationship between the ephemeral effect of CSR messages and both CSR engagement and avoidance. Originality/value There is a significant lack of research on the ephemerality effect in the context of CSR advertising and its impact on consumer behavior. This study uniquely examines the ephemerality effect of CSR messages on CSR message engagement and avoidance. By highlighting the mediating role of cognitive load and the moderating roles of perceived content relevance and brand familiarity, it provides novel insights into the mechanisms that explain why and under what conditions ephemeral CSR messages influence engagement and avoidance. These investigations contribute to a deeper understanding of the implications of the ephemerality effect within the CSR context.