Consumer Perceptions of CSR communication: An experimental investigation
This research aims to find out the most effective Corporate Social Responsibility (CSR) message approaches that will contribute to favourable consumer CSR beliefs and attitude toward the company. Three message approaches: the use of narrative, invitational rhetoric and message ambiguity will be inve...
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| Format: | Working Paper |
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2015
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| Online Access: | http://business.curtin.edu.au/schools-and-departments/marketing/our-research/working-papers/ http://hdl.handle.net/20.500.11937/14126 |
| _version_ | 1848748537776439296 |
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| author | Yong, Kah Hian |
| author_facet | Yong, Kah Hian |
| author_sort | Yong, Kah Hian |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This research aims to find out the most effective Corporate Social Responsibility (CSR) message approaches that will contribute to favourable consumer CSR beliefs and attitude toward the company. Three message approaches: the use of narrative, invitational rhetoric and message ambiguity will be investigated. It is expected that consumer support for CSR and consumer scepticism will have moderating effects and consumer attribution of company motives will mediate the relationship between message approach and attitude toward the company. A series of laboratory experiments will be conducted with consumers as the participants. Quantitative data collected through the experiment will be analyzed and a research model will be tested. It is anticipated that the findings from this research will allow public relations and corporate communication practitioners to better identify effective CSR communication message approaches which lead to positive consumer CSR beliefs and attitude toward the company. |
| first_indexed | 2025-11-14T07:06:37Z |
| format | Working Paper |
| id | curtin-20.500.11937-14126 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:06:37Z |
| publishDate | 2015 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-141262017-01-30T11:41:37Z Consumer Perceptions of CSR communication: An experimental investigation Yong, Kah Hian This research aims to find out the most effective Corporate Social Responsibility (CSR) message approaches that will contribute to favourable consumer CSR beliefs and attitude toward the company. Three message approaches: the use of narrative, invitational rhetoric and message ambiguity will be investigated. It is expected that consumer support for CSR and consumer scepticism will have moderating effects and consumer attribution of company motives will mediate the relationship between message approach and attitude toward the company. A series of laboratory experiments will be conducted with consumers as the participants. Quantitative data collected through the experiment will be analyzed and a research model will be tested. It is anticipated that the findings from this research will allow public relations and corporate communication practitioners to better identify effective CSR communication message approaches which lead to positive consumer CSR beliefs and attitude toward the company. 2015 Working Paper http://hdl.handle.net/20.500.11937/14126 http://business.curtin.edu.au/schools-and-departments/marketing/our-research/working-papers/ fulltext |
| spellingShingle | Yong, Kah Hian Consumer Perceptions of CSR communication: An experimental investigation |
| title | Consumer Perceptions of CSR communication: An experimental investigation |
| title_full | Consumer Perceptions of CSR communication: An experimental investigation |
| title_fullStr | Consumer Perceptions of CSR communication: An experimental investigation |
| title_full_unstemmed | Consumer Perceptions of CSR communication: An experimental investigation |
| title_short | Consumer Perceptions of CSR communication: An experimental investigation |
| title_sort | consumer perceptions of csr communication: an experimental investigation |
| url | http://business.curtin.edu.au/schools-and-departments/marketing/our-research/working-papers/ http://hdl.handle.net/20.500.11937/14126 |