Abstract Based on the theory of psychological ownership, this study investigatets the effect of virtual co-creation on corporate social responsibility identity in social media practice. To study the psychological mechanisms of it, this study divides the consumers’ behaviors of virtual CSR co-creation into three dimensions. The results show that customer participation in the virtual CSR has a positive influence on the consumer-CSR identification via psychological ownership. Moreover, companies choose different social medias to carry out the virtual CSR activities, which has different influences on psychological ownership.
2017, Vol. 14 
