Information specificity, social topic awareness and message authenticity in CSR communication
This paper explores how companies can improve consumer attitudes towards Corporate Social Responsibility (CSR) messages and companies by designing the content of the message, which should provide specific information and improve social topic awareness among consumers. The paper also explores the med...
| Autores: | , , |
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| Formato: | artículo |
| Fecha de publicación: | 2020 |
| País: | España |
| Recursos: | Universidad de Cantabria (UC) |
| Repositorio: | UCrea Repositorio Abierto de la Universidad de Cantabria |
| Idioma: | inglés |
| OAI Identifier: | oai:repositorio.unican.es:10902/20702 |
| Acesso em linha: | http://hdl.handle.net/10902/20702 |
| Access Level: | acceso abierto |
| Palavra-chave: | Corporate Social Responsibility Messages Information Specificity Social Topic Awareness Authenticity |
| Resumo: | This paper explores how companies can improve consumer attitudes towards Corporate Social Responsibility (CSR) messages and companies by designing the content of the message, which should provide specific information and improve social topic awareness among consumers. The paper also explores the mediating role of message authenticity between the CSR message content and consumer attitudes towards the information and the company. |
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