Xiangzhou Hua

Algorithmic recommendations have an increasing impact on media consumption, but users' reactions are still uncertain, complex, and influenced by culture. According to the Stimulus-Organism-Response (S-O-R) framework and Self-Determination Theory (SDT), this study explores how algorithmic experience affects behavioural intentions. Personalization and forced exposure are conceptualized as stimuli (S), perceived autonomy as the mediating organism (O), and viewing intention as the response (R). The data of 1,206 social media users from China (n=606) and South Korea (n=600) were analyzed through PLS-SEM and multi-group analysis (MGA). The results confirm that perceptual autonomy mediates the relationship between algorithmic stimuli and consumption intentions in the two countries. However, stimuli show significant cultural specificity: forced exposure is positively associated with autonomy among Chinese users, but it poses a threat to autonomy among Korean users. In addition, electronic word of mouth (eWOM) has not shown a significant regulatory effect, which shows that in a highly algorithmic environment, internal self-assessment is often superior to external social signals. These findings clarify how cultural orientation regulates user autonomy and deepens the understanding of algorithmic communication in East Asia.

Background: The rapid development of Artificial Intelligence (AI) offers both opportunities and challenges for its application in Corporate Social Responsibility (CSR) communication. While AI can enhance CSR initiatives, its impact on consumer relations and brand perception remains inconsistent. Objectives: This study aims to explore the academic landscape of AI’s role in CSR communication, focusing on publication trends, key authors, research topics, and future directions. Methods/Approach: A bibliometric analysis was conducted on 1,094 articles related to AI and CSR communication, retrieved from the Web of Science database from 2000 to February 2024. Using CiteSpace software, the study mapped research trends by analysing disciplines, countries, institutions, authors, references, and keywords. Results: The United States and China lead in publication output, with key research themes including social media impact, management strategies, and consumer trust. Emerging trends point to the importance of privacy, service quality, and perceived value in AI-driven CSR initiatives. Conclusions: The integration of AI in CSR communication is an evolving field, with significant contributions from social media research and consumer behaviour studies. Future research should address ethical concerns and long-term effects on consumer trust and engagement.