Promoting corporate social responsibility message in COVID-19 advertising: How threat persuasion affects consumer responses to altruistic versus strategic CSR

Xie, Quan; Wang, Tianjiao

doi:10.1016/j.jbusres.2022.04.073

Cited by 13 publications

(10 citation statements)

References 64 publications

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“…The current study has several theoretical implications. Prior research has heavily focused on consumers’ attitudinal and behavioral responses to COVID-19-related safety promoting or CSR messages (Bou Saada et al , 2022; Huang and Liu, 2020; Xie and Wang, 2022; Zhang and Wang, 2022). Conversely, relatively little is known about how consumers perceive various types of COVID-19-related brand messages is scarce.…”

Section: Discussion and Theoretical Contributionsmentioning

confidence: 99%

“…Specifically, altruistic CSR, which highlights philanthropic motives, is deemed more credible and less likely to be met with skepticism, particularly in situations where the featured crisis in COVID-19 ads is highly threatening. Conversely, strategic CSR, which aims to achieve business goals, is less effective (Xie and Wang, 2022). Similarly, a recent study found that brand messages promoting self-transcendence (protecting others’ welfare) generated stronger brand attachments in a threatening COVID-19 context (Cai et al , 2023).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

“…Scholars have examined how brands and consumers have adapted to the rapidly changing new market environment during the COVID-19 pandemic; however, certain aspects remain unexplored. While research has focused on corporations’ COVID-19-related messaging and consumers’ responses (Bou Saada et al , 2022; Huang and Liu, 2020; Xie and Wang, 2022; Zhang and Wang, 2022), little is known about consumers’ perceptions of the persuasive intent behind such brand messages and their evaluation of brands’ underlying motives. Additionally, the effects of cause-related marketing (CRM), a widely used form of CSR, during the pandemic have received limited attention.…”

Section: Introductionmentioning

confidence: 99%

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Brand communications during a global crisis: understanding persuasion intent, perceived brand opportunism and message sincerity

Ryu

2024

JPBM

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Purpose This study aims to examine how consumers perceive the persuasion intent and sincerity of brand messages differently and to what extent the advertised brand sounds opportunistic within the context of a crisis, depending on what the message offers. Design/methodology/approach In Study 1 (N = 163), the brand messages were manipulated in terms of control (an empathetic claim only), monetary reward (with a discount offer) and cause-related marketing (CRM) conditions. In Study 2 (N = 150), the message effects were replicated using a different product category. In Study 3 (N = 216), the three brand messages were examined under high vs low involvement conditions. Findings The results revealed a linear decrease in negativity in consumer responses when the brand message offers CRM activity, followed by one that offers a discount. It was also found that the monetary reward message was perceived to have greater persuasion intent and be more opportunistic than other message types under low involvement, whereas such effects disappeared under high involvement. Conversely, the CRM message was perceived to have greater persuasion intent and be more opportunistic under high involvement (vs low). Originality/value Amidst the global economic impact and corporate landscape changes, there is limited understanding of consumer responses to crisis-related brand messages. Rooted in the attribution theory and the persuasion knowledge model, this study fills the gap by examining how consumers assess the underlying motives of different message types and perceive brands as taking advantage of the crisis situation.

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Section: Discussion and Theoretical Contributionsmentioning

confidence: 99%

Section: Conceptual Backgroundmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Brand communications during a global crisis: understanding persuasion intent, perceived brand opportunism and message sincerity

Ryu

2024

JPBM

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“…Third, CSR behaviour positively moderates the relationship between ethical concerns and consumer benevolence-based trust. Enterprises' consumer perceptions also include corporate image, corporate reputation and other aspects (Xie and Wang, 2022). CSR behaviour reflects consumers' ethical and social responsibility, conveys positive corporate values to consumers and establishes a positive corporate image.…”

Section: Discussionmentioning

confidence: 99%

The more open, the better? Research on the influence of subject diversity on trust of tourism platforms

Xu,

Mou,

Ding

2023

MIP

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PurposeThe continuous impact of the pandemic and the downturn of the global economy have brought new challenges to the tourism industry. In this context, effectively attracting consumers and improving user stickiness are the top priorities of tourism platform companies. This study explores the impact of ethical concerns raised by new issues under the multi-governance environment on user stickiness. Based on the trust theory, the authors provide solutions for tourism platforms.Design/methodology/approachThis study adopted a quantitative approach, gathering survey data via an online platform. A total of 400 participants were investigated, and 356 valid questionnaires were returned, with a recovery rate of 89%. Questionnaires that did not meet the inclusion criteria were excluded, leaving 298 valid responses.FindingsStudies have found that consumers' ethical concerns about platform companies are key factors affecting user stickiness, and among these, consumer trust plays a mediating role. They have found that corporate social responsibility (CSR) behaviours help alleviate ethical concerns and improve trust in enterprises. At the same time, enterprises should properly control the number of platform collaborators, and excessive platform cooperation negatively moderates the impact of consumer ethical concerns on competence-based trust.Originality/valueThis study complements the deficiency of previous research with regard to ethical concerns in a multi-governance environment. These findings indicate that subject diversity exacerbates the negative impact of ethical concerns on consumer trust; however, CSR alleviates the impact of ethical concerns on consumer trust.

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“…The most well-known and classic categorizations of CSR dimensions are economic, legal, ethical, and philanthropic (Xie and Wang, 2022). More specifically, economic refers to a company's responsibility to offer requested goods and services, while legal relates to compliance with regulations.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Luxury brands and corporate social responsibility (CSR): exploring the differences between traditional and new luxury

Kwon

Kim

2023

APJML

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Purpose This study aims to comprehend luxury brands' corporate social responsibility (CSR) strategies. In addition to facing a demand for new CSR strategies (consumer-centric CSR), changes in CSR discourse among luxury brands are observed. This study examines how CSR-related and luxury-related agendas relate in the news media, especially concerning the difference between traditional and new luxury brands.Design/methodology/approach A total of 117,171 fashion-related news articles were collected from January 2016 to December 2020. The word2vec method was used to determine the relationship between CSR and luxury agendas.FindingsThe results indicate that company-centric CSR is more prominent with traditional luxury brands, while consumer-centric CSR is more relevant for new luxury brands. In addition, specific CSR attributes and luxury-related attributes are associated with media discourse, which means that CSR and luxury are compatible.Originality/valueStudies on CSR in the luxury industry are not extensive in the literature. This study addresses this gap through a unique framework that combines agenda-setting theory and existing CSR literature and applies them to the luxury industry. Specifically, this study captures the development of each construct (company-centric CSR to consumer-centric CSR and traditional luxury to new luxury) and identifies the specific relationships between them. This result provides a novel view of the luxury industry indicating that it has evolved to encompass CSR-related values. The empirical results also offer practical implications for luxury marketing.

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Promoting corporate social responsibility message in COVID-19 advertising: How threat persuasion affects consumer responses to altruistic versus strategic CSR

Cited by 13 publications

References 64 publications

Brand communications during a global crisis: understanding persuasion intent, perceived brand opportunism and message sincerity

Brand communications during a global crisis: understanding persuasion intent, perceived brand opportunism and message sincerity

The more open, the better? Research on the influence of subject diversity on trust of tourism platforms

Luxury brands and corporate social responsibility (CSR): exploring the differences between traditional and new luxury

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