How multinational corporations can utilize corporate social responsibility

Songmi Kim1, Han-Suk Lee2, Minjung Roh3
1 Graduate School of Culture Technology , Korea Advanced Institute of Science and Technology, Republic of Korea
2Department of Global Management, Sangmyung University, Republic of Korea
3Department of Business Administration, Ajou University, Republic of Korea
Cite this article:  Kim, S., Lee, H.-S., & Roh, M. (2017). How multinational corporations can utilize corporate social responsibility. Social Behavior and Personality: An international journal, 45(3), 413-426.

Volume 45 Issue 3 | e5880 | Published: April 2017 | DOI: https://doi.org/10.2224/sbp.5880

Abstract
Full Text
References
Tables and Figures
Acknowledgements
Author Contact

We examined the effectiveness of corporate social responsibility (CSR) communication by multinational corporations in terms of the type of message being delivered. Results of Study 1 (N = 122 Korean adults) showed that CSR messages received more positive responses from consumers when temporal distance was low, compared to when it was high. Moreover, emotional message appeals generated more positive product evaluations from consumers than did rational message appeals when framed in the near versus distant future. Results of Study 2 (N = 120 Korean adults) revealed that Korean consumers reacted more positively to CSR messages from domestic companies than to those from multinational corporations when such messages were described concretely versus abstractly. Across the 2 studies, we found that construal levels and message appeals shaped the behavioral processes that generate consumers’ responses to CSR messages from multinational corporations.

Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.