Skip to main content
placeholder image

Message variables for effective advertising of corporate social responsibility initiatives: results of an experimental design

Conference Paper


Download full-text (Open Access)

Abstract


  • Stakeholders increasingly expect firms to consider their social and environmental

    impacts as well as their economic impacts, and address their corporate social

    responsibility (CSR). One stakeholder group, consumers, report they want to be

    informed of how firms do this, and use this information when purchasing. This paper

    reports on an investigation of two message variables believed necessary for effective

    advertising about CSR initiatives, social topic information and social impact

    specificity. We manipulated each of these variables at three levels for an unfamiliar

    retail bank brand engaging with the social issue of the arms trade. While social topic

    information was found to be non-significant in influencing the dependent variable,

    overall scepticism toward CSR claims, social impact specificity was found to have a

    significant link to message inhibition of scepticism cognitions. The findings are

    insightful for marketing communications managers tasked with effectively informing

    a key stakeholder audience, consumers, of a firm’s pro-social achievements.

Publication Date


  • 2009

Citation


  • Pomering, A. A., Johnson, L. & Noble, G. I. (2009). Message variables for effective advertising of corporate social responsibility initiatives: results of an experimental design. Australia and New Zealand Marketing Academy Conference (pp. 1-10). Melbourne, Australia: Australian & New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2202&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1153

Start Page


  • 1

End Page


  • 10

Place Of Publication


  • http://www.anzmac2009.org/index.php

Abstract


  • Stakeholders increasingly expect firms to consider their social and environmental

    impacts as well as their economic impacts, and address their corporate social

    responsibility (CSR). One stakeholder group, consumers, report they want to be

    informed of how firms do this, and use this information when purchasing. This paper

    reports on an investigation of two message variables believed necessary for effective

    advertising about CSR initiatives, social topic information and social impact

    specificity. We manipulated each of these variables at three levels for an unfamiliar

    retail bank brand engaging with the social issue of the arms trade. While social topic

    information was found to be non-significant in influencing the dependent variable,

    overall scepticism toward CSR claims, social impact specificity was found to have a

    significant link to message inhibition of scepticism cognitions. The findings are

    insightful for marketing communications managers tasked with effectively informing

    a key stakeholder audience, consumers, of a firm’s pro-social achievements.

Publication Date


  • 2009

Citation


  • Pomering, A. A., Johnson, L. & Noble, G. I. (2009). Message variables for effective advertising of corporate social responsibility initiatives: results of an experimental design. Australia and New Zealand Marketing Academy Conference (pp. 1-10). Melbourne, Australia: Australian & New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2202&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1153

Start Page


  • 1

End Page


  • 10

Place Of Publication


  • http://www.anzmac2009.org/index.php