How multinational corporations can utilize corporate social responsibility

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Songmi Kim
Han-Suk Lee
Minjung Roh
Cite this article:  Kim, S., Lee, H., & Roh, M. (2017). How multinational corporations can utilize corporate social responsibility. Social Behavior and Personality: An international journal, 45(3), 413-426.


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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.

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