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Article
Publication date: 2 May 2022

Young Kim and Myoung-Gi Chon

The purpose of this study was to shed light on how effective environmental corporate social responsibility (CSR) communication can be achieved through persuasive…

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Abstract

Purpose

The purpose of this study was to shed light on how effective environmental corporate social responsibility (CSR) communication can be achieved through persuasive communication strategies using message framing.

Design/methodology/approach

This study conducted an online experimental study with a 2 (narrative: narrative or non-narrative) × 2 (framing: gain or loss) between-subjects design.

Findings

The findings showed that environmental CSR communication using narrative framing messages is most effective in creating strong CSR associations between a company and the environmental CSR domain and sharing the company's CSR information on supportive communication and advocating for the environmental campaign.

Originality/value

This study highlights the importance of a company's environmental CSR communication efforts using the right message format (narrative style) to increase its persuasive sequence from CSR evaluation to supportive behaviors, contributing to theoretical development in the research of environmental CSR communication. This study suggests that environmental CSR campaign managers should first formalize the company's environmental responsiveness by clearly establishing policies and practicing CSR performance that could result in a strong CSR association before asking their target publics to engage in pro-environmental activities.

Details

Corporate Communications: An International Journal, vol. 27 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 22 March 2021

Maria del Mar Garcia-De los Salmones, Angel Herrero and Patricia Martinez

This paper aims to analysis the factors that explain the effectiveness of a corporate social responsibility (CSR) communication on Facebook by a hospitality company…

Abstract

Purpose

This paper aims to analysis the factors that explain the effectiveness of a corporate social responsibility (CSR) communication on Facebook by a hospitality company. Taking the affect transfer hypothesis (ATH) model as a basis, the influence of beliefs about the company (attributions and corporate image) is studied and variables related to the receiver (environmental consciousness and identification with the territory) as direct antecedents of the improvement of the attitude towards the company and attitude towards the post, which influence the intention to share the information.

Design/methodology/approach

This study developed a quantitative study based on a structured questionnaire targeted at regular Facebook users. Specifically, this study used a stimulus-based method, designing a fictitious post by a leading Spanish hotel chain about an environmental initiative. The post, which was shown to the participants before they answered the questionnaire, provided information about the development of an environmental programme by the hospitality company in the region where the study was carried out. Specifically, this study measured two communication outcomes (the improvement in attitude towards the hospitality company and the user’s intention to share the information) and variables related to the receiver (environmental consciousness and identification with the territory), to the message (information’s usefulness) and to the company (image and attributions) as explanatory variables. This study obtained a final sample of 239 valid surveys respecting the socio-demographic profile of the target population. The hypotheses were tested using a covariance-based structural equations model approach (software EQS 6.1).

Findings

This study observed that the ATH model is valid to measure the effectiveness of CSR communication on Facebook. Thus, the intention to share a post about an environmental initiative of the hotel is explained by both the attitude towards the company and the attitude towards the information. Factors related to the company and the environmental consciousness of the individuals exert an indirect influence. This study also found that the attitude towards the post has a double influence in the model, in the sense that it enhances the attitude towards the company and, at the same time, has a direct influence on the intention to share the information.

Research limitations/implications

This study must first mention the use of a non-probabilistic sampling procedure, which could condition the representativeness of the sample obtained. Another limitation of our research is the use of cross-sectional data instead of longitudinal data. This study can also consider as a limitation the specific business and geographical context in which it was developed. In addition, it will be interesting to analyze other types of CSR initiatives, focused on other stakeholders, as well as to consider how the creativity of the post (text, image and/or video) could influence the effectiveness of the communication.

Practical implications

CSR information can reveal a mix of business and social attributions. The first of these, a source of scepticism and distrust, will always appear, but these extrinsic attributions do not have a negative effect in all cases. To reach positive communication outcomes, in terms of an improvement in the attitude towards the hotel and the intention to share the post and viralize the information, it is important to assure that people perceive that the hotel has a real interest in benefiting society with its initiative. To achieve this, it is very important to have a good corporate image. Furthermore, CSR-related posts may catch the attention of and generate interest in environmentally conscious people, so we suggest including CSR information in companies’ brand content strategy on social network sites (SNS) on a regular basis.

Social implications

Hospitality companies have to make people aware of CSR initiatives. This study suggests including CSR information in companies’ brand content strategy on SNS on a regular basis. These channels let companies create attractive and compelling stories, and if CSR initiatives are framed on them, companies will be able to generate emotional connection with consumers. Furthermore, social platforms are relational channels, so it is advisable to use a friendly tone to connect with the individuals. Their greater or lesser participation and the possible associated comments will give clues to companies about the feelings and perceptions of people regarding CSR, which has great value.

Originality/value

Social networks can be interesting vehicles to convey CSR information, although users’ reactions towards a CSR post on these platforms have not yet been explored. This study tries to cover this gap and to contribute to the hospitality literature by studying the factors that would explain two communication outcomes of a CSR post on Facebook, one internal outcome (the improvement of the attitude towards the brand) and the other external (the intention to share the information). Furthermore, the study is a pioneer in the application of the ATH model to measure the marketing effectiveness of social media in the hotel industry.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 4
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 9 April 2020

Jo-Yun Li, Holly Overton and Nandini Bhalla

While the segmentation approach has been frequently employed to explore individuals' environment-friendly behaviors, the investigation of environmental corporate social…

Abstract

Purpose

While the segmentation approach has been frequently employed to explore individuals' environment-friendly behaviors, the investigation of environmental corporate social responsibility (CSR) communication by using such a method is limited. Given that the importance of the role of public segmentation is well documented in both public relations and environmental management literatures, the present study attempts to fill the gap by exploring whether consumers can be segmented on the basis of attitudinal factors, and, if so, how this segmentation informs communication efforts aimed at promoting companies' environmental CSR programs.

Design/methodology/approach

This segmentation approach is examined based on a survey of 470 participants. Results of a k-means cluster analysis identified three subgroups: active publics, aware publics and latent publics.

Findings

Survey results provide empirical support evidence on how different public segmentation approaches can be used to predict individual communication behaviors on environmental CSR issues. Segmentation approach that considered individuals' attitudes on environmental issues and their perceptions on company environmental CSR practices helps identify three subgroups. Significant differences regarding communicative action and supporting behaviors among the three groups are identified and discussed.

Originality/value

This study provides key insights about public segmentation and different publics' communicative action, and supportive behaviors provide direction for future research investigations that will strengthen theoretical arguments and best practices in public relations.

Details

Corporate Communications: An International Journal, vol. 25 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 17 July 2019

Nandini Bhalla and Holly K. Overton

The purpose of this paper is to examine the impact of cultural factors on environmental CSR attitudes and purchase intentions among publics in a developed (USA) country…

Abstract

Purpose

The purpose of this paper is to examine the impact of cultural factors on environmental CSR attitudes and purchase intentions among publics in a developed (USA) country and a developing (India) country.

Design/methodology/approach

Using a 2 (location of the company: India vs USA) × 2 (location of the CSR activity: India vs USA) between-subjects experimental design, the study examines individuals’ attitudes and behavioral intentions toward a company’s environmental CSR activities in each respective country.

Findings

Two structural equation models were created for US publics and Indian publics. Results indicated that cultural factors, specifically the uncertainty avoidance dimension, play an important role among both Indian and US residents’ attitudes toward a company’s environmental CSR efforts and their intention to purchase its products/services. Among Indians, the power distance dimension acted as a mediating factor.

Originality/value

This study is novel in its examination of the impact of cultural factors among residents in India and the USA. This information can be utilized by multinational companies to implement effective CSR activities and enhancing their global CSR communication efforts.

Details

Corporate Communications: An International Journal, vol. 24 no. 3
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 26 February 2019

Franzisca Weder, Isabell Koinig and Denise Voci

The purpose of this paper is to determine inasmuch energy suppliers dedicate communicative resources toward sustainable development and corporate social responsibility (CSR

Abstract

Purpose

The purpose of this paper is to determine inasmuch energy suppliers dedicate communicative resources toward sustainable development and corporate social responsibility (CSR), also paying attention to how they frame it, and if they manage to achieve consistency in their communication or fall victim to contradictions.

Design/methodology/approach

By use of a qualitative content analysis, online communication tools (information on corporate websites) as well as content for download were examined in detail. The present study sample comprised of 12 case studies from selected countries (Austria, Russia, Germany, the USA, France and Korea).

Findings

Overall, findings indicate that CSR has already been implemented in most energy and energy-related industries; however, it is put forward with varying degrees of attention and intensity, depending on which topics energy companies choose to address communicatively (results were classified according to a frame positioning scheme by Weder, 2012, 2018). Results underscore the fact that, at times, companies are struggling to link their CSR projects back to their core businesses. Yet, a clear trend to politicization can be described as a strong correlation of communication strategies of energy suppliers and political programs of the respective country becomes obvious.

Research limitations/implications

Limited research as to how CSR topics are framed in different branches has been conducted to date; likewise, the energy sector, whose motives has been often subject to public questioning, has received little attention in CSR communication research to date. Hence, ambiguities were presumed to exist.

Originality/value

The present study examines the relevance and framing of CSR in a highly competitive, centralized industry that is challenged by a global process of transition to renewable energy. The results show that the analyzed energy suppliers offer only a limited variety of issue-specific frames; instead CSR as well as sustainability are (ab)used as master frames or “buzz words” in a fairly shallow economic or socio-political argumentation.

Details

Corporate Communications: An International Journal, vol. 24 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 26 April 2022

Duli Shi

Drawing on the elaboration likelihood model, this study aims to examine how employee volunteer program (EVP) type, corporate visual identity, and issue involvement affect…

Abstract

Purpose

Drawing on the elaboration likelihood model, this study aims to examine how employee volunteer program (EVP) type, corporate visual identity, and issue involvement affect external publics' attributions of EVPs and attitudes toward the company.

Design/methodology/approach

A 2 (EVP type: skills-based vs. not-skills-based) × 2 (salience of corporate visual identity: high vs. low) randomized experiment was conducted with 157 participants from Amazon's Mechanical Turk. A fictitious company and its EVP messages were created to control for the company's existing reputation and participants' past experiences with the company.

Findings

Participants responded positively toward EVP messages regardless of the EVP type. However, salient corporate visual identity significantly aroused participants' more attributed firm-serving motives, which led to more negative attitudes toward the company. Next, issue involvement presented its value in EVP communication as highly involved participants displayed favorable attributions of EVPs and positive attitudes toward the company.

Originality/value

This study approaches EVPs as an important CSR practice and expands the discussion on strategic CSR communication by uncovering the roles of central and peripheral cues in public responses to EVP messages. Moreover, the findings highlight the importance of fostering and enhancing publics' issue involvement in achieving successful EVP communication.

Details

Corporate Communications: An International Journal, vol. 27 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 27 May 2022

Katja Anna Stadlthanner, Luisa Andreu, Xavier Font, Manuel Alector Ribeiro and Rafael Currás-Pérez

This study examines the direct effect of outcome message frames (gain vs loss) on cause involvement and the moderating roles of consumers' corporate social responsibility …

Abstract

Purpose

This study examines the direct effect of outcome message frames (gain vs loss) on cause involvement and the moderating roles of consumers' corporate social responsibility (CSR) scepticism and biospheric values. Furthermore, the authors analyse (1) the effects of gain-framed messages on consumer attitudes towards an environmental cause (i.e. the use of reusable coffee cups) and towards the company promoting the cause (a coffee shop chain); (2) how consumer attitudes towards the cause affect their attitudes towards the company; and (3) how consumer attitudes towards both the cause and the company affect their behavioural intentions towards both the cause and the company.

Design/methodology/approach

Using a 2 × 1 scenario-based, experimental design with a gain vs loss stimuli, Study 1 (n = 466) examines the moderating effects of CSR scepticism and biospheric values on the relationship between message framing and consumer cause involvement. Using gain-framed stimuli, Study 2 (n = 958) analyses the effects of cause involvement variations on attitudes and behaviours, through structural equation modelling.

Findings

Gain-framed messages are more effective than loss-framed messages at increasing cause involvement in consumers. Both CSR scepticism and biospheric values moderate the relationship between gain-framed messages and cause involvement. Cause involvement enhances consumer attitudes towards both the cause and the company promoting it, while company attitudes towards a cause positively influence consumers' behavioural intentions.

Originality/value

This study recommends that environmental CSR advertising managers should use gain-framed messages to positively influence consumer cause involvement.

Details

Corporate Communications: An International Journal, vol. 27 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 21 February 2020

S.M. Ramya, Aysha Shereen and Rupashree Baral

This paper aims to investigate the level of environmental communication and the predominant themes of environmental initiatives and technologies used in India.

Abstract

Purpose

This paper aims to investigate the level of environmental communication and the predominant themes of environmental initiatives and technologies used in India.

Design/methodology/approach

In this exploratory study, a manual content analysis was conducted using print and website data related to corporate environmental communication of 60 Indian companies listed in the Bombay Stock Exchange, representing the top thirty from manufacturing and information technology (IT) sector each.

Findings

The authors classified the level of importance based on seven attributes, distinguished between hard and soft disclosure and identified the prevalent environmental practices and technologies in each sector. The authors found that the environmental communication of the IT sector is technology-based than the manufacturing sector, but both are weak in acknowledging climate change.

Practical implications

Managers, across the two sectors, can make their organizations environmentally responsible by learning and applying the current practices/technologies and reap benefits by mimetic isomorphism or create competitive advantage.

Originality/value

Building on the theoretical and practical works in corporate sustainability and corporate social responsibility communication literature, the authors contribute to the stakeholder theory and voluntary disclosure theory. The findings of the study provide the much-needed base for future research that links the engineering and management community to take the scholarship further to prevent the climate crisis.

Article
Publication date: 4 September 2020

Jookyung Kwon and Jiseon Ahn

This paper aims to examine the impact of corporate social responsibility (CSR) skepticism on dual types of attitudinal factors (i.e. positive attitude and reactance) and…

Abstract

Purpose

This paper aims to examine the impact of corporate social responsibility (CSR) skepticism on dual types of attitudinal factors (i.e. positive attitude and reactance) and examine the impact of attitudinal factors on customers' behavioral intention.

Design/methodology/approach

This study applies mixed-method research to examine the link between CSR skepticism, positive attitude, reactance and behavioral intention based on attitude-behavior-context theory.

Findings

As predicted, CSR skepticism weakens a favorable attitude toward CSR, whereas it increases the level of reactance. Also, CSR skepticism negatively influences behavioral intention, while positive attitude and reactance positively influence behavioral intention.

Originality/value

Understanding customers' skepticism toward CSR has become increasingly important because of its negative consequences. Despite existing studies on CSR skepticism, few have focused on why and how CSR skepticism leads to negative behavioral outcomes. Thus, this research contributes to existing tourism literature by examining the role of CSR skepticism on their attitude and behavior. Findings will help researchers and practitioners understand how CSR skepticism impacts customers' behavioral intention and develops CSR strategies to enhance the behavioral intention to patronize.

Details

Journal of Hospitality and Tourism Insights, vol. 4 no. 1
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 8 October 2021

Alicia Mason, Elizabeth Spencer, Kaitlin Barnett and Jaquelyn Bouchie

This study examines the prominence and congruence or “fit” between corporate social responsibility (CSR) activities and medical tourism providers (MTPs). In doing so, this…

Abstract

Purpose

This study examines the prominence and congruence or “fit” between corporate social responsibility (CSR) activities and medical tourism providers (MTPs). In doing so, this study seeks to understand the forms of CSR commonly used in the marketing of health-care services by international MTPs.

Design/methodology/approach

Exploratory quantitative content analysis methods are used to examine CSR communication provided by MTPs. Descriptive statistics and analyses of variance are used to analyze the data.

Findings

Results show that 22% of MTP websites provided CSR information. There was a high degree of congruence or “fit” between the MTPs and the CSR. Furthermore, each MTP averaged between three and six CSR engagements demonstrating a commitment to not only the practice of CSR but also the stakeholders and communities who benefit.

Research limitations/implications

This analysis focused on organizational websites and did not examine CSR communications delivered through alternative media channels (e.g. digital platforms, promotional brochures, print advertising, etc.).

Practical implications

This study adds to the CSR framework in the medical tourism context by discovering what forms of CSR are commonly used in the marketing and promotion of international health services and further analyzes the strategic communication techniques used to deliver these messages.

Social implications

CSR is argued to have direct impacts on employee satisfaction, investor relations and consumer behavior; therefore, current findings may contribute to the development of measurement tools for empirical studies that test relationships between the persuasiveness of CSR messages on the attitudes of medical tourists.

Originality/value

Research inquiries into the CSR strategic communication practices help to identify strengths and opportunities, while informing reputation management and relationship-building practices.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

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