Information specificity, social topic awareness and message authenticity in CSR communication
| Autor: | Matthew Tingchi Liu, María del Mar García de los Salmones, Andrea Pérez |
|---|---|
| Přispěvatelé: | Universidad de Cantabria |
| Rok vydání: | 2020 |
| Předmět: |
business.industry
Strategy and Management Communication media_common.quotation_subject Specific-information 05 social sciences Conceptual model (computer science) Social Topic Awareness Public relations Authenticity Structural equation modeling Corporate Social Responsibility Messages Perception Information Specificity 0502 economics and business Corporate social responsibility 050211 marketing business Psychology Attribution 050203 business & management media_common Causal model |
| Zdroj: | Journal of Communication Management, 2020, Vol. 24 No. 1, pp. 31-48 UCrea Repositorio Abierto de la Universidad de Cantabria Universidad de Cantabria (UC) |
| ISSN: | 1363-254X |
| DOI: | 10.1108/jcom-06-2019-0097 |
| Popis: | PurposeThis paper explores how companies can improve consumer attitudes towards corporate social responsibility (CSR) messages and companies by designing the content of the message, which should provide specific information and improve social topic awareness among consumers. The paper also explores the mediating role of message authenticity between the CSR message content and consumer attitudes towards the information and the company.Design/methodology/approach302 participants evaluated the website of a fictitious company that included information about its CSR activities. The authors collected data through a questionnaire of Likert-type and dichotomous scales and contrasted the hypotheses with a causal model, analysing the relationships among variables through structural equation modelling (SEM) with the software EQS 6.1.FindingsThe findings suggest that information specificity and social topic awareness improve consumer perceptions of message authenticity. The findings also show that message authenticity improves consumer trust and attitudes towards the information and the company. Attitude towards the information, message authenticity and social topic awareness show the largest impacts on trust and attitude towards the company, while information specificity also has a positive although smaller effect.Originality/valueIntegrating information specificity and social topic awareness within the conceptual model presented in this paper, based on the heuristic-systematic model (HSM) and attribution theory, allows researchers and practitioners to close the gap between companies' CSR activities and consumers' perceptions, attitudes and behaviours. |
| Databáze: | OpenAIRE |
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