Article2018

Strategic CSR Communication: A Moderating Role of Transparency in Trust Building

97 citations0/0 files storedInternational Journal of Strategic Communication

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Corporate Social Responsibility Reporting Public Relations and Crisis Communication Corporate Social Responsibility and Sustainability

Abstract

Based on the literature in various strategic communication disciplines, including marketing, advertising, and public relations, this 2 (company-cause fit: congruent vs. incongruent) × 2 (level of transparency: high vs. low) experiment examines message effect on trust, organizational advocacy, and skepticism in order to explore ways to effectively communicate CSR initiatives in consideration of company-cause fit and transparency. Company-cause fit has been incorporated as a strategic tool in marketing and advertising, yet transparency has been primarily discussed in terms of its ethical implications in PR literature. Most significantly, this study suggests a moderating role of transparency on the effect of CSR cause fit, in that partnering with an incongruent cause fit can help build trust with consumers when the CSR message is communicated in a highly transparent manner. Furthermore, this study suggests that transparency is a necessary condition to be strategically implemented in CSR communication to enhance trust with consumers.

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References

1979A Three-Dimensional Conceptual Model of Corporate Performance 1999Corporate Social Responsibility 2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 2002Consumer Trust, Value, and Loyalty in Relational Exchanges 2010Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication 2013Social Responsibilities of the Businessman 2005The impact of perceived corporate social responsibility on consumer behavior 2004Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause

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2021Pricing, greening, and transparency decisions considering the impact of government subsidies and CSR behavior in supply chain decisions 2022Building a competitive advantage based on transparency: When and why does transparency matter for corporate social responsibility?2021The mediating role of skepticism: how corporate social advocacy builds quality relationships with publics 2020Transparency, Publicity, Democracy, and Markets: Inhabiting Tensions Through Hybridity 2018

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