Research Article 73
Journal of Management Sciences - Volume 10, Issue 2 2023
By Xiaoping Liu, Yingqian Liang, Shiyu Wang
10.20547/jms.2014.2310201
Keywords: CSR communication; interactivity; media richness; CSR identification; brand attitude.

This paper examines the effectiveness of different CSR communication messages in improving consumers' brand attitudes. Drawing from interaction theory, media richness theory, and social identity theory, we investigate the effects of CSR identification and brand attitude as key factors influencing the effectiveness of CSR communication. Through the analysis of 354 valid questionnaires collected from two experiments, we find that communication interactivity positively influences consumers' brand attitudes, with CSR identification partially mediating this relationship. Moreover, we observe that media richness enhances the positive relationship between CSR communication interactivity, CSR identification, and brand attitudes. This study contributes to the existing research on CSR communication by exploring its effectiveness on social media from the perspective of interactivity. It offers theoretical insights and practical guidance on how companies can effectively communicate CSR on social media platforms.

Submission Date: 24 Jun, 2023 Reviews Completed: 14 Sep, 2023
Acceptance Date: 1 Oct, 2023 Publication Date: 5 Oct, 2023