Handling negative publicity

Abstract

PurposeBased on the framing theory and the associative network theory, the purpose of this paper is to develop and test a model that examines the impact of employing corporate social responsibility (CSR) communication in apology statements after negative publicity. Specifically, this study examines the role of CSR fit and CSR history in reducing anger and negative word-of-mouth (NWOM). This study also examines whether perceived CSR motivation and skepticism toward the apology statement mediate the effect of CSR fit and CSR history on anger and NWOM.Design/methodology/approachThis study was a 2×2 between-subject design manipulating CSR fit (high or low) and CSR history (long or short).FindingsThe findings of this study suggest that strategically employing CSR communication in an apology statement after negative publicity may reduce negative consumer reactions.Originality/valueThe effects of CSR history and CSR fit have been studied in different contexts, but the effects of mentioning the two components in terms of apology statements had been understudied. This paper fulfills an identified need to study how employing CSR communication in apology statements after negative publicity can mitigate negative audience reactions.