Corporate Social Responsibility Messages Research Articles

Sustainable threads: analyzing the impact of corporate social performance, CSR message authenticity and information transparency on purchase intentions

With the deepening exploration of the study on corporate social responsibility (CSR), CSR has progressively gained significance for enterprises. This study aims to analyze the impact of fashion companies’ information disclosure on the intention of Chinese consumers who purchase clothing by providing information related to the environment, suppliers, manufacturing processes, and pricing. An experimental study was conducted using stimuli on 412 consumers in Shandong Province, China. The research results are as follows. First, it was found that consumers’ perception of Corporate Social Performance (CSP) has a positive effect on the authenticity of Corporate Social Responsibility (CSR) message and consumers’ subjective norms. Second, CSR message authenticity and consumer subjective norms mediate the perception of CSP in the process of leading to purchasing activities. Third, consumers perceive the authenticity of a company’s CSR activities according to the degree of transparent information disclosure of the cost and manufacturing process of its products. This study shows that the CSR information provided by the company is authentic depending on the degree of CSR information transparency of the company, and that it leads to a purchase intention when consumers judge that the company’s CSR activities are authentic. Accordingly, it is suggested that many fashion companies’ CSR activities lead to product purchases when they are continuously conducted on environmental, social problems, and transparency in the production process.

Communicating LGBTQ-supportive CSR for corporate legitimacy: a cultural discourse analysis in Hong Kong

Corporate social responsibility (CSR) towards the notions of diversity, equality, and inclusion (DE&I) draws a lot of attention in modern, pluralist society. The organizations’ communicative approach in conveying LGBTQ advocacy to manage tensions and avoid conflicts with various stakeholders is largely underexplored in the Asian context. This study adopts Carbaugh’s cultural discourse analysis (CuDA) to examine the socio-cultural meanings of LGBTQ-supportive CSR discourse for building corporate legitimacy in Hong Kong. CSR materials from leading corporations (2016–2022) and Facebook comments from the public were selected. We analyzed the CSR discourse using the five discursive hubs of CuDA (i.e. identity, emotions, actions, relations, and dwelling) and Suchman’s legitimacy theory (i.e. pragmatic, cognitive, and moral). Our findings revealed three different stages of corporate legitimacy: namely, symbolic, institutional, and contextualized LGBTQ advocacy. The CSR materials intertwining in the five discursive hubs also demonstrated how the organizations attempted to build corporate legitimacy by fostering social change and avoiding conflicts through positive and implicit message-framing of LGBTQ advocacy. Discourse reflected in these CSR strategies illuminated the importance of glocalizing CSR messages to facilitate stakeholder engagement and corporate legitimization in support of this controversially progressive value.

Strategic Communication in the Digital Age: Amplifying CSR Initiatives through Digital Media

In the ever-evolving realm of corporate governance and social engagement, the seamless integra-tion of Corporate Social Responsibility (CSR) with strategic communication, particularly through digital channels, stands as a cornerstone. This in-depth analysis embarks on a journey to explore how businesses are leveraging the power of nuanced, strategic digital communications to amplify their CSR initiatives. It metic-ulously evaluates the array of mechanisms, strategies, and digital tools—spanning across various platforms such as social media, blogs, and content marketing—that are employed to enhance CSR messaging, broaden its outreach, and deepen engagement with stakeholders. The discourse delves into the intricate ways in which companies navigate the digital landscape to communicate their commitment to social and environmental causes, thereby forging stronger connections with their audience. From crafting compelling stories that reso-nate with the public to utilizing analytics for targeted outreach, this exploration sheds light on the dynamic interplay between digital communication strategies and CSR efforts. It highlights how businesses are not only using digital platforms to disseminate information about their CSR activities but also to engage in meaningful dialogues with stakeholders, gather feedback, and drive social change. Through this comprehensive exami-nation, the article reveals the transformative potential of digital media in enhancing the visibility, impact, and authenticity of CSR initiatives, thereby reshaping the way companies engage with their communities and stakeholders in the digital age.

“Do Good and Be ‘Liked’”: CSR Messages on Social Media during COVID-19 Pandemic and Consumer Responses

This study explores the types of corporate social responsibility (CSR) messages communicated on social media during the outbreak of COVID-19 in the United States and its corresponding effects in driving consumer engagement and related psychological responses. Two studies were conducted. In Study 1, we analyzed corporations’ social media posts. We identified and compared four different CSR message types (i.e., employee-relevant CSR, community-relevant CSR, promotional CSR, and company statement) in their effects on consumers’ behavioral engagement. In Study 2, we conducted an online experiment to extend the findings of Study 1 further. Study 1 revealed that employee-relevant CSR received the highest consumer behavioral engagement among all types of CSR messages. Study 2 revealed a mediation effect of consumers’ engagement intention between the CSR message types and consumers’ brand attitudes and trust. In addition, community-relevant CSR and company statements received higher evaluations of brand attitude and brand trust.

The Effects of Message Specificity on Outcomes of Corporate Social Responsibility (CSR) Communication: Testing Perceived Social Distance as a Mediator

Despite growing scholarly attention to what determines effective corporate social responsibility (CSR) communication, consumers’ limited awareness of and attention to CSR messages remain critical challenges for organizations. This study aims to examine the effects of message specificity on an organization’s intended outcomes of CSR communication and to explore the mediating role of perceived social distance in these relationships by applying construal level theory (CLT). We conducted an online experiment (n = 293), and the results revealed that message specificity had a positive impact on consumer-company identification, word-of-mouth intention, and CSR participation intention. Moreover, perceived social distance significantly mediated the relationships between message specificity and the outcomes of CSR communication. Applying CLT, this study offers theoretical implications for the psychological mechanism of how message specificity generates desired outcomes in CSR communication. In addition, we tested these mediation effects in the context of the geographic proximity (close vs. remote) of the CSR communication to participants; the practical implication is that reducing perceived social distance through message specificity is even more effective for geographically distant CSR campaigns.

From screen to service: how corporate social responsibility messages on social media shape hotel consumer advocacy

ABSTRACT This research attempts to investigate corporate social responsibility (CSR) and consumers’ advocacy behavior (CAB) association in the hotel services sector of a developing economy. Furthermore, this study explores how hotel consumers’ emotions and values mediate and moderate their CAB. This is accomplished by introducing two mediating variables, consumer happiness and warm glow, and altruistic values as a moderator. The data were obtained from hotel consumers with the help of an adapted questionnaire. The structural analysis indicated that CSR communication on social media by hotel services organizations positively predicted CAB, while consumer happiness and warm glow served as mediators to explain this relationship. Our results also confirmed the moderating effect of altruistic values. Several theoretical and practical implications can be drawn from this study. For example, our study highlights the important role of social media as an effective medium to communicate CSR-related information with hotel consumers to bolster their advocacy intentions.

How Do Corporate Social Responsibility Messages Moderate From E-Wom And Trust To Online Purchase Intention And E-Loyalty?

This study aims to examine how electronic word of mouth (e-WOM) with corporate social responsibility (CSR) messages enhance customer trust, online purchase intention and e-loyalty in the B2C e-commerce industry. A direct online survey was conducted on 579 online shopping customers in Vietnam. Data analysis used the EFA, CFA and smart PLS. The validity and reliability of the measurements were confirmed before testing the hypotheses. The results revealed that e-WOM and CSR messages have positive and direct impacts on customer trust, which positively affects online purchase intention and e-loyalty. In addition, CSR messages moderate the relationship between e-WOM and customer trust.

One Size Fits All? How CSR Communication Influences Donation and Revisit Intention Differently in Local Independent and Chain Restaurants

Considering that limited research has been conducted to explore corporate social responsibility (CSR) initiatives in the local brand context, compared to the global brand context, this study is to bridge the gap by comparing CSR initiatives in local independent restaurants with those of international chain restaurants. Two studies were performed to examine the impact of CSR type and construal level in CSR messages using experimental designs. In addition, the mediating effects of perceived warmth and competence were examined as potential psychological mechanisms explaining consumers’ reactions. Findings show that consumers are more likely to donate to CSR initiatives of chain restaurants and revisit them when the initiatives lean toward local community CSR rather than global environmental CSR. Also, consumers prefer local community CSR initiatives that are presented in detail in local independent restaurants. This study also reveals different mediating effects of perceived warmth and competence in relation to CSR type, restaurant type, and consumer behaviors.

The Effect of Benefit Appeals, Brand Types, and Construal Level on Ad-brand Congruency in Corporate Social Responsibility Messages

The Effect of Benefit Appeals, Brand Types, and Construal Level on Ad-brand Congruency in Corporate Social Responsibility Messages

Impact of a corporate social responsibility message on consumers' sustainable behaviours and purchase intentions

AbstractThis study investigates the impact of a water brand's CSR message highlighting the brand's environmental concerns on brand‐related variables (attitude towards the brand and CSR) and consumer‐related variables (consumer efforts to adopt sustainable behaviours and well‐being). A research model is proposed, and the relationships postulated are tested on 414 French consumers. The study establishes the effectiveness of this kind of CSR messaging in influencing French consumers to purchase and recommend a particular brand. It then shows the direct and indirect ways in which a brand's CSR messaging can improve consumers' behavioural intentions (i.e., intentions to purchase the brand's products and to recommend the brand and/or its products). It also underscores that brand‐related variables contribute to increasing brands', and thus companies', business performance, whereas consumer‐related variables contribute to increasing their social performance. Finally, the REBUS‐PLS method emphasises the existence of several consumer groups and identifies the core target customer groups on which companies should focus their communication efforts.

Believing in change: The role of implicit theory on consumer's perception of the brand's corporate social responsibility message

AbstractWith the sustainable consumption paradigms, corporate social responsibilities (CSR) across industries have been under scrutiny. However, little research exists on how brand's business model and consumers' characteristics are intertwined to influence CSR evaluation. Our study aims to examine how the brand type (e.g., fast vs. slow business model) influences the relationships among CSR‐brand fit, authenticity, and skepticism, thus improving attitudes toward the brand. In addition, based on the implicit theory, how the consumer's incremental mindset (vs. entity) influences a brand's CSR evaluations are studied. Through two studies, our findings demonstrate consumers perceived a higher CSR‐brand fit for the slow fashion/food brand than the fast fashion/food brand. A higher CSR‐brand fit heightened the CSR authenticity and alleviated skepticism, which in turn resulted in positive brand evaluations. Importantly, incremental mindsets weakened the effect of brand type on CSR‐brand fit. As one of the first studies to examine the relationship between consumers' implicit theory orientation and a brand's CSR message, our findings demonstrate that an incremental mindset is a powerful consumer characteristic in evaluating a brand's CSR activities that are less congruent with the brand's established business model.

Enhancing Corporate Social Responsibility (CSR) Communication and Stakeholder Engagement: Strategies for Building Trust and Fostering Social Impact.

This research aims to explore the challenges and opportunities associated with corporate social responsibility (CSR) communication and stakeholder engagement in contemporary business settings. The significance of CSR has grown globally, as organizations are expected to go beyond legal requirements and address the needs and expectations of various stakeholder groups. However, several issues hinder the effective implementation and communication of CSR initiatives. These include a lack of knowledge and experience in CSR sustainability, inadequate skills within public relations teams, employees' commitment and satisfaction, and growing public skepticism towards CSR goals. The research seeks to investigate how businesses can enhance their CSR communication strategies to build trust, reduce skepticism, and foster meaningful social impact. It will examine the role of social media as a platform for disseminating CSR messages, the relationship between CSR activities and organizational citizenship behavior, and the importance of clear communication channels between organizations and the public. Findings from this study will provide practical insights for businesses in optimizing their CSR communication efforts, strengthening stakeholder engagement, and contributing positively to society.

Green CSR Communication to Internal Audiences: The Persuasive Power of Normative Appeals to Employees’ Green Behaviors

Given the increasing attention being paid to companies’ microlevel green efforts, this study aims to provide insights into green corporate social responsibility (CSR) communication targeting internal audiences (i.e., employees). Building on the social identity theory and group engagement model, this research examines the persuasive power of two types of social norms—descriptive and injunctive—in green CSR messages. Also, it investigates the underlying mechanism of individuals’ green behavioral decision making at work. Across two studies, results demonstrate that a descriptive norm message is more effective than a standard or injunctive norm message to enhance employees’ intentions to adopt green actions, engage in the company’s green programs, and help their colleagues to perform green behaviors. Additionally, a descriptive norm message advances three antecedents of motivation—expectancy, instrumentality, and valence—which in turn positively influence green behavioral decisions. This research contributes to developing the literature stream of green message framing by targeting a specific internal audience group and provides empirical implications for practitioners.

Human versus Virtual Influencer: The Effect of Humanness and Interactivity on Persuasive CSR Messaging

Virtual influencers (VIs) are computer-generated avatars whose purpose is to exert influences on social media. The unique features of VIs have the potential to overcome several shortcomings that plague human influencers (HIs) while maintaining the advantages of HIs. Hence, this study (1) compares the persuasiveness of HIs and VIs with different humanlike visual cues; (2) examines how interactivity and visual humanness interplay in determining source credibility; and (3) investigates how credibility of endorsers can promote corporate social responsibility (CSR) engagement and brand reputation. Conducting an online experiment with 2 (humanness: VIs versus HIs) × 2 (interactivity: high versus low) between-subjects design (n = 219), the study found that social media influencers (SMIs) with higher humanness led to higher source credibility. Further, an interaction effect between humanness and interactivity has been found, as interactivity played more critical role in elevating credibility for VIs than HIs. Source credibility mediated the positive effect of humanness over CSR engagement and brand reputation. Moderated mediations have also been found, as the mediating effect of source credibility was more pronounced in the low-interactivity condition than in the high-interactivity condition. Overall, the study provides empirical evidence suggesting that VIs’ credibility and effectiveness can be greatly enhanced via active interaction.

Make me happy, make it credible – the effect of CSR message framing on online brand engagement

PurposeThe objective of this study is to investigate the differential impact of gain versus loss message framing on the effectiveness of corporate social responsibility (CSR) communications in eliciting online brand engagement within the hospitality industry. Furthermore, this research aims to examine the extent to which evoked happiness and message credibility mediate the relationship between CSR message framing and online brand engagement, as these mediating factors have not been thoroughly examined in the existing academic literature.Design/methodology/approachThis study utilizes a between-subjects experimental design to test an integrative research framework, which is grounded in message framing theory and the elaboration likelihood model (ELM), in order to examine the interrelationships among the various constructs of the study within a coffee shop context on Facebook.FindingsThe findings of this study indicate that gain framing is a more powerful predictor of online brand engagement than loss framing. A mediation analysis supports the assertion that the effects of CSR framing communications on online brand engagement are mediated by evoked happiness and message credibility. Specifically, when the CSR message was framed in a positive (gain) manner, it was perceived as more credible and evoked more happiness, leading to increased online brand engagement. Additionally, the study’s results provide empirical evidence for the notion that the happiness elicited by brand messages enhances their credibility, leading to further online brand engagement.Originality/valueThis research makes a novel contribution to the literature by investigating the distinct effects of message framing on online brand advocacy and examining the complex interrelationships that modulate consumer engagement within the context of the hospitality industry.

Consumer motivations for engaging with corporate social responsibility on social media

Purpose This study aims to analyze consumer motivations to share information about corporate social responsibility (CSR) activities through electronic word of mouth. It examines the roles of self-enhancement, identity signaling and social bonding as antecedents of consumers’ CSR engagement on social media. Design/methodology/approach A quantitative approach is used with a single-factor between-subjects experimental design in which the presence vs absence of CSR information on a company website is manipulated. The hypotheses are tested through structural equation modeling. Findings Results show that after viewing the company’s CSR message on its website, consumers who generated more CSR associations were more motivated to engage with the CSR information to satisfy fundamental personality traits (need for self-enhancement) and social relationship motivations (social bonding), which increased their intention to share the information. Research limitations/implications This study is restricted to CSR information on websites. Further research should consider what happens if such information is shared on social media, as consumers are more likely to spread CSR messages when they are shared by other public social network sites. Practical implications The study highlights the relevance of including CSR information on websites and offers insights into the importance of considering consumers in disseminating CSR information. Consumers share information when they have personal motivation for doing so. Social implications This study put the focus on the role of consumers in the diffusion of corporate information. Originality/value The results show the importance of personal motivations such as self-enhancement and social bonding in sharing CSR information on social media.

CSR communication and media channel choice in the hospitality and tourism industry

Despite extensive research on corporate engagement in corporate social responsibility (CSR), studies on CSR communication in the hospitality and tourism industry are scarce. Deepening this line of research is necessary to understand properly the real effects of CSR communication on consumers' attitudinal and behavioral responses to companies. In this paper, we test a causal model of CSR communication for this industry based on the hierarchy-of-effects framework. Based on attribution theory, we also explore whether media channel choice affects consumers' perceptions, attitudes, and behavioral intentions in the model. Performing an ANOVA test and multisampling structural equation modeling (SEM), we test our model of CSR communication with two samples that receive the same CSR information about a restaurant chain through a controlled media channel (i.e., corporate website) and a media channel that is uncontrolled by the company (i.e., online newspaper). We collected data from 226 and 240 participants, respectively. The findings suggest that the conceptual model is consistent across the two samples, although the media channel choice significantly affects the strength of several relationships in the model. While consumer–company identification is a stronger mediator in consumers' responses to the CSR message when read in the newspaper, trust is more important for consumers when they evaluate the corporate website. Nevertheless, both media channels report good business returns to the company in terms of consumers' purchase and advocacy intentions. These findings have relevant implications for hospitality and tourism companies, promoting the incorporation of both controlled and uncontrolled media channels into integrated marketing communication strategies.

The influence of corporate social responsibility appeals (CSRAs) on product sales: Which appeal types perform better?

This paper examines product-package Corporate Social Responsibility (CSR) messages called Corporate Social Responsibility Appeals (CSRAs) that directly convey CSR messages to shoppers on product packages. Using a multi-source dataset of more than 10 million transactions from a large grocery chain, this paper first presents a typology consisting of seven CSRA types that provide buyers functional or symbolic benefits and examines their effects on product sales. Second, the paper presents the analysis of the moderating effects of store-generated promotions (price promotions and feature advertisements) and product types (virtue and vice) on the effects of functional and symbolic CSRAs and seven CSRAs on weekly sales. Results show that functional CSRAs perform better than symbolic CSRAs and that price promotions strengthen the sales of functional CSRAs. Featured advertising was also found to positively influence the sales of Functional CSRAs, but is found to have no impact on Symbolic CSRAs. Finally, the results show that Functional CSRAs are a better strategy for virtue products than Symbolic CSRAs. This paper concludes with managerial implications, theoretical contributions, and additional findings regarding price elasticity, sales trajectory, and sales performance across product categories.

CSR communication and international marketing: Insights from the COVID-19 pandemic

PurposeThe purpose of this study is to analyze the corporate social responsibility (CSR) communication of the Fortune top-100 companies during the coronavirus disease 2019 (COVID-19) pandemic. Specifically, the authors examine the messages of international companies' CSR communication to customers during the pandemic, focusing particularly on the companies' posts on Twitter. In addition to identifying what international companies communicate, the authors determine the motives of companies' COVID-19-related CSR communication as well as how companies strategically approach CSR communication.Design/methodology/approachUsing Nvivo, the authors carried out content analysis of the COVID-19-related tweets of the Fortune top-100 companies using Twitter's ‘advanced search’ tool. The analysis included tweets posted between 1 February 2020 and September 2021, a period that represents the peak of the pandemic.FindingsStudy findings indicate that COVID-19-related CSR responses of international companies are driven by commitment to organizational values, attainment of recognition for timely response to COVID-19, altruistic motives to combat COVID-19 and congruence with social movements that create expectations from customers to respond to the COVID-19 pandemic. Most companies adopt a response strategy to CSR communication, by informing customers of their COVID-19 responses in relation to several issues such as alterations in companies' processes and the impacts of the pandemic on health.Practical implicationsThe study suggests that the CSR practices of companies should be strategically embedded in organizations' international marketing plans and not remain just on-off responses to crises should marketing-related benefits be obtained. Several recommendations are made to strengthen companies' adoption of a proactive, engagement-oriented approach to CSR communication.Originality/valueThe CSR communication of international companies during external crises has not been sufficiently studied in relation to international marketing, as most studies considered internal corporate crises. Focusing on an external crisis (COVID-19 pandemic) with global impacts, this study advances existing knowledge on international companies' CSR communication to their customers. Additionally, this study offers new insights on the role of integrated, coordinated and consistent CSR messages and strategies, which are targeted to the needs and expectations of domestic and international customers in response to COVID-19 pandemic.

Do well, do good, and know your audience: the double-edged sword of values-based CSR communication

The Corporate Social Responsibility (CSR) efforts of brands impact consumers’ willingness to support them, yet consumers are generally skeptical about CSR communication. This empirical work uses three experimental studies to show that framing CSR messages in values-based terms (“It is our duty to engage in this CSR initiative”) enhances consumers’ brand attitudes by increasing perceived moralization and perceived commitment to the initiative. More interestingly, we show that this effect is reversed for highly formalistic consumers (those motivated by the duty to follow values, principles, and rules) who are opposed to the CSR initiative. We also show that in the long term, values-based frames can lead to higher perceived hypocrisy in the eyes of highly formalistic people if the firm does not live up to its lofty principles. This is the first paper to establish the link between values-based CSR communication, perceived moralization, perceived commitment, and brand attitudes. It also brings together the research streams on CSR communication and consumer ethical systems to show that though values-based framing of CSR is a high-return strategy for brands in terms of improved brand attitudes, it is also a high-risk strategy for firms targeting highly formalistic consumers.