Processing of CSR communication: Insights from the ELM

Activity: Talk or presentationPresentations (poster etc.)Research

Paula Maria Bögel - presenter

Purpose: Based on the elaboration likelihood model (ELM), this study examines if stakeholders with high vs. low corporate social responsibility (CSR) involvement differ in their processing of CSR communication, which could influence companies to adapt their CSR communication to the different ways of processing (central route vs. peripheral route).
Design/methodology/approach: In this study, 107 participants received information about a fictitious company. In the first phase, participants were given initial information about the company. In the second phase, participants were given the company’s CSR report. To compare the differences in information processing dependent on the CSR involvement, the sample was split at the median.
Findings: The study found that dependent on their CSR involvement, people differ in their processing of CSR communication as well as in their expectations for persuasive CSR communication.
Research limitations/implications: To further examine how involvement influences information processing and thus persuasion, an experimental design should be used including the manipulation of the level of involvement as well as the manipulation of ability.
Practical Implications: The findings suggest that CSR involvement can be used as a base for target-group specific CSR communication in order to improve communication effectiveness.
Originality/value: So far, CSR communication research has often focused on the effectiveness of communication strategies in general. In contrast, the application of the ELM offers a theoretical basis to better understand which moderator variables influences stakeholders’ processing of CSR communication and the persuasion process.
18.09.201320.09.2013

Event

International Corporate Social Responsibility Communication Conference - CSRCOM 2013

18.09.1320.09.13

Aarhus, Denmark

Event: Conference

Recently viewed

Publications

  1. Trait correlation network analysis identifies biomass allocation traits and stem specific length as hub traits in herbaceous perennial plants
  2. An evaluation of BPR methodologies adopting NIMSAD: A systematic framework for understanding and evaluating methodologies
  3. A denoising procedure using wavelet packets for instantaneous detection of pantograph oscillations
  4. Control versus Complexity
  5. Introducing a multivariate model for predicting driving performance
  6. Validation of an open source, remote web-based eye-tracking method (WebGazer) for research in early childhood
  7. Dispatching rule selection with Gaussian processes
  8. Enhancing implicit change detection through action
  9. Considerations on efficient touch interfaces - How display size influences the performance in an applied pointing task
  10. TARGET SETTING FOR OPERATIONAL PERFORMANCE IMPROVEMENTS - STUDY CASE -
  11. Using data mining techniques to investigate the correlation between surface cracks and flange lengths in deep drawn sheet metals
  12. Duration of Organizational Decision Processes in Organizations in View of Simulation Calculations
  13. Backstepping-based Input-Output Linearization of a Peltier Element for Ice Clamping using an Unscented Kalman Filter
  14. Hybrid modelling by machine learning corrections of analytical model predictions towards high-fidelity simulation solutions
  15. The Dialectics of Open Access
  16. Experimentally established correlation of friction surfacing process temperature and deposit geometry
  17. Participatory energy scenario development as dramatic scripting
  18. Is implicit Theory of Mind real but hard to detect?
  19. Efficacy of an internet and app-based gratitude intervention in reducing repetitive negative thinking and mechanisms of change in the intervention's effect on anxiety and depression
  20. Material flow analysis between dynamic modelling and life cycle assessment
  21. Markups and Concentration in the Context of Digitization
  22. Internal forces in robotic manipulation and in general mechanisms using a geometric approach
  23. Getting down to specifics on RCA [Resource Consumption Accounting]
  24. A toolkit for robust risk assessment using F-divergences
  25. From Enterprise Architecture to Business Ecosystem Architecture
  26. Legitimizing Digital Transformation: From System Integration to Platformization
  27. Creating Value from in-Vehicle Data
  28. Modeling High Aswan Dam Reservoir Morphology Using Remote Sensing to Reduce Evaporation
  29. Effects of plyometric training on postural control in static and dynamic testing situations
  30. As cast microstructures on the mechanical and corrosion behaviour of ZK40 modified with Gd and Nd additions
  31. I share because of who I am: values, identities, norms, and attitudes explain sharing intentions
  32. Towards more effective and transferable transition experiments
  33. Foreword to applied data science, demo, and nectar tracks