CSR communication on social media: the impact of source and framing on message credibility, corporate reputation and WOM
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 18 January 2022
Issue publication date: 30 June 2022
Abstract
Purpose
When communicating CSR initiatives on social media, companies need to choose the appropriate source and type of messages. Over the last few years, influencers have emerged as a relevant endorser for CSR messages, but there is a lack of research investigating their effectiveness. Hence, the purpose of the study is to analyze how the type of source and message framing on social media influence message credibility, corporate reputation (CR) and word-of-mouth (WOM).
Design/methodology/approach
An online experiment with 2 (source: influencer vs corporate) × 2 (CSR frame motives: values-driven vs performance-driven) between-subject design was conducted among 200 participants.
Findings
Results showed that the type of source does not affect message credibility or CR but a corporate source generates more WOM. Moreover, values-driven motives increase CR and generate more WOM. However, the type of frame motives does not impact message credibility.
Originality/value
The current paper tests the effect of framing and source when communicating CSR on social media. The paper shows that overall an effective CSR communication should be posted by a corporate source and framed by values-driven motives. Hence, the study contributes to the contemporary literature regarding CSR communication and provides practical implications for companies.
Keywords
Citation
Dalla-Pria, L. and Rodríguez-de-Dios, I. (2022), "CSR communication on social media: the impact of source and framing on message credibility, corporate reputation and WOM", Corporate Communications: An International Journal, Vol. 27 No. 3, pp. 543-557. https://doi.org/10.1108/CCIJ-09-2021-0097
Publisher
:Emerald Publishing Limited
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