Inverting the boomerang: examining the legitimacy of North–South–North campaigns in transnational advocacy

The boomerang model is typically used to describe campaigns in which international NGOs respond to requests from local activists, often from marginalized populations, for assistance in addressing local needs. Such campaigns are perceived to represent local interests and have some accountability to local actors. However, while the local–international–local pattern is often accurate, it does not capture the full spectrum of campaign development. This article theorizes an international–local–international or ‘inverse’ boomerang, in which international NGOs facing an international policy blockage initiate a transnational campaign, recruiting local activists to assist in the international advocacy effort. The article demonstrates the theory's plausibility using several cases of Northern‐initiated advocacy. It then examines the implications of the model for campaign legitimacy. It finds that inverse boomerang campaigns benefit from the same presumptions of legitimacy as traditional boomerang campaigns, but that representivity and accountability are substantially weaker, potentially disempowering the campaigns' claimed stakeholders.     

“Comments are disabled for this video”: A technological affordances approach to understanding source credibility assessment of CSR information on YouTube

Scarce research has focused on the technological aspects of social media in CSR communication. Many public relations practitioners are reluctant to interact online although social media platforms such as YouTube provide two-way communication interface. Using the MAIN model, this study explored how bandwagon cues (more likes/dislikes) and interaction cues (enable/disable commenting) influence the perceived source credibility assessment (trustworthiness, goodwill, and competence) of CSR information on YouTube. Through a 2 × 2 factorial experiment (N = 204), no interaction effects were found in general; but a main effect of the enabling comment interface existed toward the perceived trustworthiness of the company regardless of likes/dislikes received on the CSR video, which further leads to individual’s attitudes toward the company’s CSR efforts. The finding paves a way for an explanation of the effectiveness of enabling the commenting function of using YouTube to enhance CSR communication.     

The credibility of shock advocacy: Animal rights attack messages

This study examined the impact of a graphic animal rights campaign launched by People for the Ethical Treatment of Animals (PETA) against alleged abuses on a corporate farm. It considered the impact of the campaign upon the credibility of the target of the campaign as well as the producer of the campaign. Results indicated that PETA's attack message against abuses at corporate pig farms was effective in eroding the credibility of the corporate food-industry raising animals for consumption. At the same time, PETA's credibility rose overall after participants viewed the PETA attack message.     

Brand alliance and event management for social causes: Evidence from New Zealand

This paper uses findings from research on the effectiveness of a New Zealand health promotion program to make two arguments. The first is that, in appropriate cases such as this program, event management can play a key role in a social marketing health promotion campaign. In showing how event management added value to achieving that particular program's goals, it argues that event management could often be a valid and effective part of the mix for other campaigns promoting social causes. The second highlights important issues that can arise in relationships between non-profit organizations and the commercial sponsors of their events. It contends that organisers of campaigns for social causes need to be alert to the risks in brand alliances between such organizations and need to consider not only the appropriateness of the fit but also the need for an appropriate balance between the sponsor's commercial interests and the non-profit organization's goal.     

College Students' Perception of Philip Morris's Tobacco-Related Smoking Prevention and Tobacco-Unrelated Social Responsibility

This study examined the effects of 2 Philip Morris corporate social responsibility (CSR) programs—a tobacco-related smoking prevention versus a tobacco-unrelated program—on college students' perceived CSR motive, attitudes toward Philip Morris, and behavioral intentions to support the company. Using 2 college student samples in the United States and South Korea, this study found that the tobacco-unrelated program and a positively perceived CSR motive elicited more positive responses about CSR values, attitudes toward CSR activities and the company, and behavioral intentions to support Philip Morris. Korean college students were more likely to perceive Philip Morris's CSR activities as mutually beneficial and to support Philip Morris than were American college students.     

Trading Diamonds Responsibly: Institutional Explanations for Corporate Social Responsibility

This article identifies factors that led to a comprehensive regulatory regime for the global diamond trade, the Kimberley Process Certification Scheme (KPCS), established through negotiations among NGOs, states, and the industry. The conflict diamonds case provides important insights into the processes by which global norms redefine how corporations are expected to conduct business. First, we show that global corporate social responsibility (CSR) norms rooted in the construct of world citizenship facilitated the rapid progress of the conflict diamonds campaign. Second, we detail how these norms became institutionalized in the KPCS, stressing the importance of the legitimacy of NGOs as bearers of corporate world citizenship models and the role of moral leaders within the diamond industry itself. We consider two theoretical perspectives on CSR development: management theories, which are strong on practitioner issues but mute regarding the content and authority of CSR ideology, and institutional theories, which offer better frameworks for understanding the impact of cultural and institutional environments on company responses to the moral claims advanced by NGOs. We use the conflict diamonds case to draw conclusions about how NGOs can effectively define new social responsibilities that companies come to see as obligations they must heed as responsible world citizens.     

Narrative persuasion by corporate CSR messages: The impact of narrative richness on attitudes and behavioral intentions via character identification,transportation, and message credibility

The current study examines the persuasiveness of narrative richness in messages about acts of corporate social responsibility (CSR). Specifically, we apply theory about narrative persuasion to the domain of corporate communication. Focusing on Coca-Cola’s clean water project, a cross-national experiment (n = 659) was conducted in which the narrative richness and the source cue of a CSR message were manipulated, and the effects on (a) message processing (specifically via character identification, transportation, and credibility), (b) attitude towards the company, and subsequent (c) behavioral intention were measured. Considering the global nature of Coca-Cola, the experiment was simultaneously fielded in the United States and the Netherlands to verify the generalizability of our findings. Robust results in both countries suggest that narratively rich CSR messages can indirectly improve the attitude towards the company and thereby encourage behavioral intentions via character identification and transportation, irrespective of the source cue (company vs. news media). Importantly, message credibility was not compromised by the narrative richness, while being the strongest predictor of company attitude.     

Image Repair Tactics and Information Subsidies During Fraud Crises

This study proposes a synergistic model of corporate communication strategy (corporate ability strategy, corporate social responsibility strategy, and hybrid strategy) on consumer responses and tests the model using 2 Fortune 500 companies (Kellogg and Motorola). The study found that when a company is well-known to consumers as Motorola and Kellogg used in this study, a CSR strategy is more effective in influencing both consumer corporate ability (CAb) and CSR associations and in turn, company/product evaluations. Additionally, consumers tend to automatically assume a company is good at making reliable products when they associate the company with strong CSR, indicating transferring effects of CSR associations onto CAb associations, and onto company/product evaluations. The study results also suggest that the direct influences of CSR associations differ based on industry type. A company that produces high risk involved products such as Motorola, might not experience as strong CSR associations' effects on consumer responses as a company in other industry type like Kellogg.     

The paradoxical effects of communicating CSR activities: Why CSR communication has both positive and negative effects on the perception of a company’s social responsibility

Supporting societal goals and sustainable developments can help a company to be seen as socially responsible. This corporate social responsibility (CSR) must be communicated effectively as too intensive communication could negatively affect the company’s perception. These negative effects may be caused by an imbalance between the amount of CSR communication and the actual extent of CSR activities. Two experiments show that increased CSR communication has a negative indirect effect on perceptions of a company’s social responsibility, mediated by persuasive intent and reactance. However, depending on the extent of a company’s actual CSR activities, there is also a countervailing direct effect: A high extent of CSR communication positively affects perceptions of a company’s social responsibility if the company engages in a great number of CSR activities. In contrast, if a company only engages in a few activities but communicates a lot about it, this positive effect may even become negative.     

Better stay single? Public relations and CSR leadership in India

Public relations scholars have argued that public relations practitioners, as boundary spanners between organizations and their diverse publics, are well positioned to assume leadership and become the “conscience” of their organization's CSR efforts. Conversely, scholars have also questioned public relations practitioners’ assumption of leadership of CSR. Much of the debate, both for and against, has been generated in Euro/American contexts of practice. As part of a larger study, this research aimed to examine whether the argument for public relations’ leadership of CSR holds true in non-Western contexts as well, specifically, by examining CSR leadership in corporations in India that are known to be socially responsible. This study found that in the majority of companies that are heavily engaged in CSR in India, it was the senior business executives and managers, instead of the PR practitioners, that were tasked with CSR leadership. Based on the findings of this study, this paper questions the assumption of CSR leadership by public relations practitioners.     

Industrial/environmental crises and corporate social responsibility

Industrial and environmental crises pose major threats to human survival. These crises are rooted in corporate activities, products, and production systems. For corporations to meaningfully respond to such crises, we need a more adequate conception of corporate social responsibility (CSR). This article critiques the existing conception of CSR as being anthropocentric, Western-centric, and marginal to business practice. It proposes an alternative conception of CSR anchored in ecocentric management, sustainable development, and crisis prevention and management. Using the example of Union Carbide's responses to the Bhopal crisis, it examines the consequences of the company's not accepting broad social responsibilities.     

Company spokesperson vs. customer testimonial: Investigating quoted spokesperson credibility and impact in business-to-business communication

Through the framework of source credibility, this study examines the impact of quoting a company executive versus a customer testimonial in a business communication context. A 2 (spokesperson) × 7 (media channel) full factorial experiment (N = 514) showed partial support for enhanced perceived credibility of information conveyed by a customer testimonial compared to a company spokesperson in independent and controlled media channels online. When evaluated through a measure of media credibility, a customer spokesperson rates higher than a company spokesperson. In addition, a product is viewed more positively by an audience receiving information quoting a customer spokesperson rather than a company spokesperson. An audience with low business expertise considers both types of spokespersons as more trustworthy than a high-expertise audience; however, a customer is considered more trustworthy than a company spokesperson. The study provides public relations professionals with insight in determining the use of spokespersons when communicating to businesspeople.     

Netizens’ evaluations of corporate social responsibility: Content analysis of CSR news stories and online readers’ comments

Analyzing stories about corporate social responsibility (CSR) published in two online Korean newspapers and reader's comments about them, this study investigated how the online readers interpreted the CSR activities, looking at the effect of CSR types, situations, and the degree of corporate fame. The study found that readers tend to be cynical toward CSR activities after a crisis and a monetary donation type of CSR. In addition, the more famous the company, the more likely there were cynical comments about its CSR activities.     

McDonald's Japan: A case study of effective public relations

This case study presents how McDonald's Japan improved its corporate image through food education as corporate social responsibility activity. Email interviews with a CSR representative and seven public school teachers who experienced the company's educational program reveal the company has successfully improved its corporate image, which may have contributed to its increased sales performance.     

A close look at why one social norms campaign did not reduce student drinking

The authors examined 3 possible explanations for the failure of a social norms campaign at a large public university. They administered an anonymous survey to 2 random samples of undergraduate classes: a baseline assessment of 616 students before the campaign's implementation and a follow-up survey of 723 students 4 academic years later. At follow-up, 66.5% of the students were aware of the campaign, yet the survey revealed no reduction in perceived drinking norms or alcohol use in this group. An analysis of the postcampaign sample revealed that (1) a majority of the students did not find the statistics used in the campaign messages credible, (2) higher levels of alcohol use predicted lower levels of perceived campaign credibility, and (3) only 38.5% of the students understood the campaign's intended purpose. If they are to influence personally relevant drinking norms, these campaigns must undergo further development to enhance message credibility and participants' understanding.     

Framing the corporate responsibility-reputation linkage: The case of Tata Motors in India

This study, focusing on the emerging economy context of one of India's largest automotive companies, Tata Motors, analyzes the thematic framing of corporate social responsibility (CSR) and corporate reputation. Five CSR frames are shown: institutionalization, community development, modernization, mainstreaming, and nation-building. Reputation is framed via: heritage, nationbuilding, technological advancement, global footprint, and responsibility. The findings suggest how firms may better align their CSR efforts with regular business, and their larger public relations campaigns with wider social perceptions of their responsibilities.     

Dimensions of corporate social responsibility (CSR) skepticism and their impacts on public evaluations toward CSR

This study attempts to examine the dimensions of corporate social responsibility (CSR) skepticism and to identify the strongest predictor by testing the relationships between the skepticism constructs and public responses. The study further examines the role of cynicism either as an antecedent, a moderator, or a component of CSR skepticism. Through a series of model tests, three factors of CSR skepticism were identified to better predict public responses to CSR: (a) skepticism toward a company’s altruism, (b) disbelief of CSR messages and CSR activities, and (c) skepticism toward CSR informativeness. Skepticism toward a company’s altruism was identified as the strongest predictor in determining negative public response to CSR, whereas cynicism did not have much predictive power to explain public response to CSR; as a result, it was excluded from the final dimensions of CSR skepticism.     

The effects of CSR communication in corporate crises: Examining the role of dispositional and situational CSR skepticism in context

Although consumer skepticism about corporate social responsibility (CSR) is on the rise, research is sparse on the psychological dynamics of this skepticism, particularly when CSR communication serves as a company’s crisis response strategy. Employing two between-subjects design experiments, this study aims to fill this gap by looking at the role consumer CSR skepticism plays in consumer reactions to CSR communications in different types of crises. The study 1 results show that dispositional CSR skepticism did not moderate the effect of crisis type on attitudes and intentions when CSR was used as a post-crisis response strategy. The study 2 findings, however, indicated that situational CSR skepticism significantly mediated the impact of crisis type and CSR motives on purchase intentions only when the crisis stemmed from some accidental rather than preventable circumstance. Theoretical and practical implications are discussed.     

The Changing National Policy System

Changes in congressional processes, health agendas, and competitive positions of physician and hospital groups in the 1980s have produced important setbacks for such group interests within Medicare. Though united and successful in opposing Carter's 1977-79 hospital cost-containment proposals, these groups were subjected to severe new limits on hospital reimbursements under the 1982 budget reconciliation act. Thereafter, problems in protecting their interests continued or increased. Disagreements among hospital groups (e.g., the American Hospital Association and the former Federation of American Hospitals) surfaced over the Prospective Payment System introduced in 1983. In 1984, Congress instituted a freeze on physicians' Medicare fees despite AMA opposition. This projected narrow self-interest, thus decreasing the AMA's credibility. Further cost restrictions were imposed in 1985-86 budget acts. The problems of these organizations indicate that if aging groups are to protect their own stake in Medicare in the new political context, they must be particularly concerned with unity, credibility, and long-term perspectives.