Abstract
Purpose The purpose of this paper is to provide an integrative theoretical framework that advances the underdeveloped stream of research that analyses how message authenticity influences the persuasiveness of corporate social responsibility (CSR) communication. Design/methodology/approach Theoretical and empirical literature on authenticity is reviewed to provide a comprehensive definition of message authenticity in CSR communication. An integrative theoretical framework is also developed to understand how message authenticity is enhanced through the design of informational content and it improves consumer responses to CSR communication. Findings The framework presented in the paper defends that message authenticity can be integrated in communication models based on three streams of research: identity-based brand management model, attribution theory and heuristic-systematic model. Consumer attributions of message authenticity can be notably improved with a message design based on CSR fit, social topic information and specificity. Authenticity improves message and source credibility by reducing consumer scepticism and enhancing their attributions of corporate expertise and trustworthiness. Indirect benefits of CSR message authenticity include increased consumer purchase, loyalty and advocacy behaviours. Originality/value The value of the paper resides in making the rather underdeveloped and inconclusive literature on authenticity accessible to CSR and communication researchers and practitioners. A theoretical framework is provided for further research that would contribute to improving the knowledge on the role that message authenticity plays in CSR communication.
Highlights
Corporate Social Responsibility (CSR) refers to all corporate activities demonstrating the inclusion of social and environmental concerns in business operations, and in interactions with stakeholders, always according to the ambition levels of sustainability of the company (van Marrewijk, 2003)
Rooted in attribution theory (Heider, 1958; Kelley, 1973) and the heuristic-systematic model (Chaiken, 1980; Chaiken et al, 1989), the theoretical framework proposed in the paper argues that message authenticity enhances the identity-based brand management model and, consumer responses to CSR communication, because a message that consumers perceive as authentic positions the company as motivated by internal forces instead of external pressures, demonstrating a solid brand identity that improves the credibility of CSR communication and reduces consumer scepticism (Schallehn et al, 2014)
Conclusions and implications for CSR research The conceptual discussion of message authenticity presented in this paper has allowed me to identify three main components of the construct, including objectivist, constructivist and existentialist authenticity
Summary
Corporate Social Responsibility (CSR) refers to all corporate activities demonstrating the inclusion of social and environmental concerns in business operations, and in interactions with stakeholders, always according to the ambition levels of sustainability of the company (van Marrewijk, 2003). Rooted in attribution theory (Heider, 1958; Kelley, 1973) and the heuristic-systematic model (Chaiken, 1980; Chaiken et al, 1989), the theoretical framework proposed in the paper argues that message authenticity enhances the identity-based brand management model (de Chernatony et al, 2011) and, consumer responses to CSR communication, because a message that consumers perceive as authentic positions the company as motivated by internal forces instead of external pressures, demonstrating a solid brand identity that improves the credibility of CSR communication and reduces consumer scepticism (Schallehn et al, 2014). The paper closes with a discussion of the most relevant conclusions, implications and gaps identified in previous literature that will stimulate further research on this novel stream of communication studies
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