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Advertising corporate social responsibility: results from an experimental manipulation of key message variables

Journal Article


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Abstract


  • Purpose: The purpose of this paper is to examine how social topic information (STI) and corporate social responsibility commitment (CSRC) substantiate the firm's CSR claims and promote message persuasion. Design/methodology/approach: A 2×2 between-subjects experimental design was used to examine the impact of STI and CSRC on output variables using an online sample of 176 participants in Australia. Findings: The study found that manipulation of STI had a statistically significant impact on outcome variables, but that CSRC did not. Research limitations/implications: The study was limited to Australia and used a fictitious brand in the experiment. Practical implications: For marketing communications and brand managers, this study informs CSR-based corporate image advertising. Social implications: Support for more socially responsible businesses through responsible consumption can potentially transform product attributes and markets. More effective CSR communication is critical to this response. Originality/value: To date, no research has examined how consumer persuasion of CSR advertising claims might be enhanced using message variables. This study has implications for theory and practice for the effective communication of pro-social achievements, and suggests further research areas. © Emerald Group Publishing Limited.

Publication Date


  • 2013

Citation


  • Pomering, A., Johnson, L. & Noble, G. (2013). Advertising corporate social responsibility: results from an experimental manipulation of key message variables. Corporate Communications: an international journal, 18 (2), 249-263.

Scopus Eid


  • 2-s2.0-84878253193

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1184&context=buspapers

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/182

Number Of Pages


  • 14

Start Page


  • 249

End Page


  • 263

Volume


  • 18

Issue


  • 2

Abstract


  • Purpose: The purpose of this paper is to examine how social topic information (STI) and corporate social responsibility commitment (CSRC) substantiate the firm's CSR claims and promote message persuasion. Design/methodology/approach: A 2×2 between-subjects experimental design was used to examine the impact of STI and CSRC on output variables using an online sample of 176 participants in Australia. Findings: The study found that manipulation of STI had a statistically significant impact on outcome variables, but that CSRC did not. Research limitations/implications: The study was limited to Australia and used a fictitious brand in the experiment. Practical implications: For marketing communications and brand managers, this study informs CSR-based corporate image advertising. Social implications: Support for more socially responsible businesses through responsible consumption can potentially transform product attributes and markets. More effective CSR communication is critical to this response. Originality/value: To date, no research has examined how consumer persuasion of CSR advertising claims might be enhanced using message variables. This study has implications for theory and practice for the effective communication of pro-social achievements, and suggests further research areas. © Emerald Group Publishing Limited.

Publication Date


  • 2013

Citation


  • Pomering, A., Johnson, L. & Noble, G. (2013). Advertising corporate social responsibility: results from an experimental manipulation of key message variables. Corporate Communications: an international journal, 18 (2), 249-263.

Scopus Eid


  • 2-s2.0-84878253193

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1184&context=buspapers

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/182

Number Of Pages


  • 14

Start Page


  • 249

End Page


  • 263

Volume


  • 18

Issue


  • 2