Dimensions of effective CSR communication based on public expectations
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AbstractThrough surveying a representative sample of the general public about what they expect from companies’ corporate social responsibility (CSR) communication, this study empirically examines predictors to evaluate CSR communication. An initial measurement was identified through an exploratory factor analysis, and the initial measurement model was refined via a confirmatory factor analyses. The study identified six essential CSR communication dimensions: (1) informativeness, (2) third-party endorsement, (3) personal relevance, (4) message tone, (5) consistency, and (6) transparency. These six constructs revealed satisfactory reliability, discriminant validity, and convergent validity. The findings offer an integrated theoretical and methodological basis for evaluating effective CSR communication practice, filling an important missing link between CSR activities and their outcomes.
All Author(s) ListKim S., Ferguson M.A.T.
Journal nameJournal of Marketing Communications
Year2018
Volume Number24
Issue Number6
PublisherChapman & Hall
Place of PublicationUnited Kingdom
Pages549 - 567
ISSN1352-7266
eISSN1466-4445
LanguagesEnglish-United Kingdom
Keywordsconfirmatory factor analysis, CSR communication, measurement model, measurements, predictors

Last updated on 2019-09-12 at 02:06

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