Abstract
AbstractBased on a classic conceptual model of corporate social responsibility (CSR) communication, we developed an empirical research study to test how several aspects of CSR message content (i.e., issue importance, impact, motives, fit, commitment) are associated with external support responses (i.e., purchase, advocacy). We also tested the moderating role of stakeholder‐ and company‐specific factors (i.e., issue support and industry, respectively) in the proposed model. Data were collected from 302 participants who evaluated the same CSR information displayed in the websites of a fictitious bank and a fictitious restaurant chain. The findings suggest that better perceptions on how the CSR message reinforces issue importance, corporate CSR impact and altruistic motives lead to higher purchase and advocacy intentions. CSR fit is related only to advocacy, while CSR commitment does not have any significant impact on participants’ responses. Some new interdependence relationships are also identified among issue importance, motives, fit, and commitment. The moderating role of issue support and industry is confirmed.
Highlights
Researchers tend to agree that corporate social responsibility (CSR) communication is a delicate issue because companies are encouraged to engage in CSR, consumers often are reluctant to receive information about their CSR activities (Nielsen & Thomsen, 2009)
In their conceptual model of CSR communication, Du et al (2010) include several variables related to the message content and channel that are key to generating positive internal and external outcomes for companies, along with contingency factors that mediate the relationship between CSR communication and such outcomes
We propose that participants in our research will evaluate CSR communication coming from a bank differently from CSR communication associated with a restaurant chain
Summary
Researchers tend to agree that corporate social responsibility (CSR) communication is a delicate issue because companies are encouraged to engage in CSR, consumers often are reluctant to receive information about their CSR activities (Nielsen & Thomsen, 2009) In this regard, CSR communication frequently faces high scepticism, and companies that claim to be responsible often are subject to closer scrutiny and criticism (Nyilasy, Gangadharbatla, & Paladino, 2014). The main weakness of previous CSR research was that it rarely took into account the communication theoretical framework, meaning that previous studies did not systematically question the expression of the CSR message, the credibility of the source or the channel used to communicate (Parguel, Benoit-Moreau, & Larceneux, 2011) In their conceptual model of CSR communication, Du et al (2010) include several variables related to the message content and channel that are key to generating positive internal and external outcomes for companies, along with contingency factors that mediate the relationship between CSR communication and such outcomes. When exploring these studies, especially empirical ones, we observe that they have tested the Du et al (2010) model only partially by considering few of the communication variables suggested by these researchers and without proposing an integrative model of causal relationships
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
