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Processing of CSR communication: insights from the ELM

Paula Maria Bögel (Institute of Corporate Development (ICD, Leuphana University, Lüneburg, Germany.)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 7 April 2015

4174

Abstract

Purpose

Based on the elaboration likelihood model (ELM), the purpose of this paper is to examine if stakeholders with high vs low corporate social responsibility (CSR) involvement differ in their processing of CSR communication, which could influence companies to adapt their CSR communication to the different ways of processing (central route vs peripheral route).

Design/methodology/approach

In this study, 107 participants received information about a fictitious company. In the first phase, participants were given initial information about the company. In the second phase, participants were given the company’s CSR newsletter. To compare the differences in information processing dependent on the CSR involvement, the sample was split at the median.

Findings

The study found that dependent on their CSR involvement, people differ in their processing of CSR communication as well as in their expectations for persuasive CSR communication.

Research limitations/implications

To further examine how involvement influences information processing and thus persuasion, an experimental design should be used including the manipulation of the level of involvement as well as the manipulation of ability.

Practical implications

The findings suggest that CSR involvement can be used as a base for target-group specific CSR communication in order to improve communication effectiveness.

Originality/value

So far, CSR communication research has often focussed on the effectiveness of communication strategies in general. In contrast, the application of the ELM offers a theoretical basis to better understand which moderator variables influences stakeholders’ processing of CSR communication and the persuasion process.

Keywords

Acknowledgements

This paper was originally presented at The 2nd International CSR Communication Conference 2013, Aarhus, Denmark.

The author would like to thank participants of the 2nd International CSR Communication Conference as well as the anonymous reviewers and the editor for helpful comments and suggestions on earlier drafts of this manuscript.

Citation

Bögel, P.M. (2015), "Processing of CSR communication: insights from the ELM", Corporate Communications: An International Journal, Vol. 20 No. 2, pp. 128-143. https://doi.org/10.1108/CCIJ-11-2013-0095

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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