Who should communicate CSR activities to consumers? NGO partnership and company CSR reputation as determinants
Bibliographic Data
| ID | 22428008 |
|---|---|
| Authors | Claudia Aguirre (0000-0003-0297-8611, University of Alicante), Mariola Palazón (0000-0001-6957-9653, Universidad de Murcia), Salvador Ruiz-de-Maya (Universidad de Murcia), Hector Augusto Rodriguez Orejuela (0000-0003-2865-1748, Universidad del Valle), Augusto Rodríguez Orejuela (Universidad del Valle Department of Administration and Organisations, , Cali) |
| Year | 2026 |
| Volume | 22 |
| Issue | 5 |
| Pages | 1039-1059 |
| Publication date | 2026-03-20 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Social Responsibility Journal (JOURNAL) |
| Journal identifiers | ISSN: 1747-1117 • E-ISSN: 1758-857X |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/srj-11-2024-0839 |
| OpenAlex | W7125610540 |
| Language | EN |
| References cited | 79 |
Purpose In the evolving landscape of digital communication, social media is an essential platform for companies to disseminate their corporate social responsibility (CSR) activities. These interactive media also allow other stakeholders, such as the beneficiaries of the CSR, to share information about the activities. Drawing on attribution theory and the source credibility model, this study aims to investigate how the source of CSR messages – corporations or non-governmental organizations (NGOs) – influences the effectiveness of the communication. Design/methodology/approach A quantitative approach is used with a 2 (CSR reputation, positive vs negative) × 2 (source of the CSR message, NGO vs company) between-subjects experimental design involving 408 participants. Findings When the message is communicated by an NGO, a CSR initiative is perceived as less strategically motivated. There is a positive effect of the company’s preexisting CSR reputation on the effectiveness of the communication, increasing consumers’ attributions of values-driven motives and reducing their attributions of strategic-driven and stakeholder-driven motives for the company’s CSR activities. Practical implications This study offers pragmatic insights for companies aiming to optimize their CSR communication strategies, especially in its delineation of the nuanced interplay between the CSR message source, consumer attributions of motive and corporate reputation. Originality/value The results highlight the importance of generating attributions of value-based motives in relation to CSR communications, identifying a great opportunity to integrate NGOs into the CSR communication process.
Attribution · Corporate social responsibility · Credibility · General partnership · Reputation · Social media · Source credibility · Corporate Social Responsibility Reporting · Digital Marketing and Social Media · Public Relations and Crisis Communication
Perceived Greenwashing
Building Corporate Associations
The Process Model of Corporate Social Responsibility (CSR) Communication
Common Method Variance in Is Research
When consumers doubt, Watch out! The role of CSR skepticism
The Persuasiveness of Source Credibility
Organizational Reputation
Misleading Heuristics and Moderated Multiple Regression Models
Congruence Effects in Sponsorship
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Virtual nature experiences on Instagram
Examining the role of individuals’ perceptions of likelihood of sustained commitment in corporate-nonprofit partnership CSR advertisements
What drives CSR communication effectiveness on social media? A process-based theoretical framework and research agenda
Hypocrites! Social Media Reactions and Stakeholder Backlash to Conflicting CSR Information
Explaining Viral CSR Message Propagation in Social Media
Benefactor- versus Recipient-Focused Charitable Appeals
Perceived CSR impact on purchase intention
Comparative study of socially responsible consumption measurement in three Latin American countries
Attribution Theory and Research
Sustainability trends and gaps in the textile, apparel and fashion industries
Differences Across Generations in the Perception of the Ethical, Social, Environmental, and Labor Responsibilities of the Most Reputed Spanish Organizations
The effects of managerial and employee attributions for corporate social responsibility initiatives
Renewal or not? Consumer response to a renewed corporate social responsibility strategy
The Influence of Source Credibility on Communication Effectiveness
Alumni and their alma mater
| Highly cited | No |
|---|