TY - JOUR
T1 - What and How to Communicate CSR? The Role of CSR fit, Modality Interactivity, and Message Interactivity on Social Networking Sites
AU - Go, Eun
AU - Bortree, Denise Sevick
N1 - Publisher Copyright:
© 2017 Taylor & Francis.
PY - 2017/9/3
Y1 - 2017/9/3
N2 - The current study explored how organizations can build credibility of their CSR communication in social media. In particular the study investigated the role of CSR fit, modality interactivity and message interactivity through a 2 × 2 × 3 experimental design (N = 299). The results suggest that promoting CSR activities with a good fit for the organization leads to greater credibility. Message interactivity also leads to greater credibility perception by way of imbuing a sense of social presence and openness to communication; however, modality interactivity did not significantly influence credibility. Additional analysis suggests an interaction between CSR fit and message interactivity that makes fit critical in low-interactivity settings. Implications for public relations research and practice are discussed.
AB - The current study explored how organizations can build credibility of their CSR communication in social media. In particular the study investigated the role of CSR fit, modality interactivity and message interactivity through a 2 × 2 × 3 experimental design (N = 299). The results suggest that promoting CSR activities with a good fit for the organization leads to greater credibility. Message interactivity also leads to greater credibility perception by way of imbuing a sense of social presence and openness to communication; however, modality interactivity did not significantly influence credibility. Additional analysis suggests an interaction between CSR fit and message interactivity that makes fit critical in low-interactivity settings. Implications for public relations research and practice are discussed.
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U2 - 10.1080/10496491.2017.1297983
DO - 10.1080/10496491.2017.1297983
M3 - Article
AN - SCOPUS:85017199700
SN - 1049-6491
VL - 23
SP - 727
EP - 747
JO - Journal of Promotion Management
JF - Journal of Promotion Management
IS - 5
ER -