Attenuating public skepticism: Effects of pre-crisis corporate engagement and post-crisis CSR initiatives on corporate evaluations

被引:12
|
作者
Wei, Lewen [1 ]
Kim, Nahyun [1 ]
机构
[1] Penn State Univ, Donald P Bellisario Coll Commun, 115 Carnegie Bldg, University Pk, PA 16802 USA
关键词
CSR skepticism; Stated motive; Issue congruence; Corporate engagement; Corporate crisis; SOCIAL-RESPONSIBILITY CSR; MEDIATING ROLE; CRISIS ISSUE; COMMUNICATION; PERCEPTION; REPUTATION; IMPACT; ORIENTATIONS; ATTRIBUTION; INVOLVEMENT;
D O I
10.1016/j.pubrev.2020.101999
中图分类号
F [经济];
学科分类号
02 ;
摘要
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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页数:12
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