The Ability of Corporate Blog Communication to Enhance CSR Effectiveness: The Role of Prior Company Reputation and Blog Responsiveness

Rim, Hyejoon; Song, Doori

doi:10.1080/1553118x.2012.738743

Cited by 49 publications

(43 citation statements)

References 74 publications

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“…However, measures used to date fall short of the calls by researchers for more effective means to evaluate the level of stakeholder engagement through proximate discourse. A key departure from the standard approach to word-of-mouth measurement was undertaken by Rim and Song (2013). They conceptualised their behavioural consumer response as a three-item construct to include two items specifically relating to CSR word-of-mouth intention.…”

Section: Literature Reviewmentioning

confidence: 99%

The impact of strategic CSR marketing communications on customer engagement

Chomvilailuk

Butcher

2018

MIP

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Purpose The purpose of this paper is to determine the effectiveness of strategic corporate social responsibility (CSR) initiatives that seek to enhance customer engagement, through different forms of positive word of mouth. Design/methodology/approach A total of 258 responses were collected from customers of mobile telephone service providers, and analysed using t-tests, ANOVA and structural equation modelling. The survey embedded a realistic press release, purporting to originate from the respondent’s service provider, communicating CSR information. Findings Mobile telephone users are largely indifferent to CSR communication activities but segments of the market respond differently. Customer-perceived community value of the strategic CSR initiative to the intended beneficiary of the activity was found to be an effective antecedent of customer engagement. Research limitations/implications Alternative modes of customer engagement have the potential to enhance customer discourse. Customer-perceived community value of the strategic initiative provides further explanatory power to the CSR–customer relationship. Practical implications Customer-perceived community value can be used as a planning tool for marketers to gauge the effectiveness of CSR advertising campaigns before launch. Managers can adapt their CSR communications message to better reflect customer concerns. Social implications NGOs that offer greater perceived community value can partner with companies more successfully. Originality/value A holistic CSR-centric approach to evaluate strategic CSR initiatives and determine their influence on alternative forms of customer engagement is novel.

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Section: Literature Reviewmentioning

confidence: 99%

The impact of strategic CSR marketing communications on customer engagement

Chomvilailuk

Butcher

2018

MIP

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“…Word-of-mouth intention. This variable was measured using three items adapted from Rim and Song (2013). Items like "I would mention the company's environmental responsibility efforts to people" were included.…”

Section: Dependent Variablesmentioning

confidence: 99%

Examining the impact of message frames on information seeking and processing

Overton

2018

JCOM

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Purpose The purpose of this paper is to apply the situational theory of publics and framing theory in the context of environmental corporate social responsibility (CSR) communication research to determine how message frames impact information seeking and processing. Design/methodology/approach Using a 3 (message frame: diagnostic, prognostic, or motivational) × 2 (environmental issue: general vs specific) plus control between subjects experimental design, the study examines the attitudes, cognitions, and behavioral intentions different publics may form about two different environmental responsibility issues presented in this study. Furthermore, the study aims to examine how different types of message frames (diagnostic, prognostic, or motivational) and topics may impact how a company can move a public toward information seeking behaviors. Findings Based on theoretical considerations, structural equation modeling was used to examine significant paths between variables, thus creating a proposed new theoretical model that can be applied to CSR, public relations, and strategic communication literature. Originality/value The study offers a proposed new integrated theoretical model that can be applied to strategic communication literature and used to assist companies with enhancing their CSR communication and strategic communication planning efforts to determine how to move a public toward information seeking behaviors.

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“…Previous research has found that people tend to believe a company lacks commitment to the public when it neglects their comments (Singh, Veron‐Jackson, & Cullinane, ). In the context of CSR communication, Rim and Song () demonstrated that responding to people's comments led to an increase in perceived altruistic motives for CSR and positive attitudes toward a company.…”

Section: Csr Communication In Social Mediamentioning

confidence: 99%

“How Negative Becomes Less Negative”: Understanding the Effects of Comment Valence and Response Sidedness in Social Media

Rim

Song

2016

J Commun

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This study explores the influence of the public's negative comments regarding a corporate social responsibility (CSR) campaign in social media and how to best respond to them. It examined the interaction effects of comment valence and the company's response sidedness on the public's attitudes as mediated by the perceived negativity and perceived altruism. Results revealed that 2‐sided CSR responses are more effective than 1‐sided responses in enhancing altruistic motives for CSR, reducing perceived negativity in the public's comments, and eliciting favorable attitudes, especially when comments were negative. The effects of message sidedness disappeared when the public's comments were positive. Results also showed that perceived altruism and negativity mediate the effects of message strategies on the public's attitudes toward the company.

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The Ability of Corporate Blog Communication to Enhance CSR Effectiveness: The Role of Prior Company Reputation and Blog Responsiveness

Cited by 49 publications

References 74 publications

The impact of strategic CSR marketing communications on customer engagement

The impact of strategic CSR marketing communications on customer engagement

Examining the impact of message frames on information seeking and processing

“How Negative Becomes Less Negative”: Understanding the Effects of Comment Valence and Response Sidedness in Social Media

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