What and How to Communicate CSR? The Role of CSR fit, Modality Interactivity, and Message Interactivity on Social Networking Sites

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 promot...

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Bibliographic Details
Published in:Journal of promotion management 2017-09, Vol.23 (5), p.727-747
Main Authors: Go, Eun, Bortree, Denise Sevick
Format: Article
Language:English
Subjects:
Communication
Credibility
Mass media
Networking
Openness
Public relations
Social media
Social networks
Social research
Social responsibility
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Summary: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.
ISSN:1049-6491
1540-7594
DOI:10.1080/10496491.2017.1297983