Attenuating public skepticism: Effects of pre-crisis corporate engagement and post-crisis CSR initiatives on corporate evaluations |
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Authors: | Lewen Wei Nahyun Kim |
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Institution: | Donald P. Bellisario College of Communications, Pennsylvania State University, 115 Carnegie Building, University Park, PA 16802, United States |
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Abstract: | This study examined the effects of stated motives in post-crisis corporate social responsibility (CSR) messages, CSR-crisis issue congruence, and pre-crisis corporate engagement on public skepticism toward CSR and subsequent corporate evaluations. We conducted a 3 (motive of post-crisis CSR initiative: no statement vs. firm-serving vs. public-serving) x 2 (issue congruence: CSR initiative incongruent vs. congruent with crisis) x 2 (pre-crisis corporate engagement: absence vs. presence) between-subjects online experiment via Qualtrics panel (N = 378). The findings showed that stating a public-serving motive or launching a CSR initiative incongruent with a crisis heightened some aspects of CSR skepticism. We further found that pre-crisis corporate engagement interacted with stated motive and issue congruence to influence corporate evaluations. Implications of the findings and directions for future research are discussed. |
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Keywords: | CSR skepticism Stated motive Issue congruence Corporate engagement Corporate crisis |
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