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Corporate Social Responsibility Communication: Beliefs in Motives, First- and Third-Person Effects and Behavioral Consequences

Corporate social responsibility (CSR) has emerged as a competitive corporate marketing strategy and gained increasingly more attention among organizations. Drawing from attribution theory, persuasion knowledge model and the first- and third-person effects, this study outlined a survey study designed to examine the relationships among consumers’ beliefs in CSR motives, perceived effects of CSR communication on self and others, and behavioral consequences. Also described is a structural equation model which allows for the testing of the research hypotheses. Data was collected from 202 college students via survey. The results supported that when consumers believe the motives of CSR are other-serving, perceived effects are more positive on self than other and they are able to take action to join. Results also showed that when consumers believe the motives are self-serving, perceived effects are negative on self.

Identiferoai:union.ndltd.org:USF/oai:scholarcommons.usf.edu:etd-7677
Date03 November 2016
CreatorsCheng, Nianyuan
PublisherScholar Commons
Source SetsUniversity of South Flordia
Detected LanguageEnglish
Typetext
Formatapplication/pdf
SourceGraduate Theses and Dissertations
Rightsdefault

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