AMTP Proceedings 2023

Document Type

Conference Proceeding

Publication Date

Spring 2023

Abstract

According to prior study, applying a promotional tone may diminish the credibility of the CSR message. To the best of our knowledge, prior studies did not distinguish between luxury and everyday products when determining the most effective technique for highlighting their CSR initiatives and accomplishments. Furthermore, these tactics may need some adjustments for organizations of various sizes, which hasn't been researched before. Results show that three variables—company size (small/large), product type (luxury/fairly priced), and communication style (factual/promotional)—influence customer CSR skepticism. According to our findings, if a firm is big and sells luxury goods, it's ideal to use a factual tone to reduce consumer skepticism, but if a company is small and offers luxury goods, it's preferable to use a promotional tone to get the best results.

Copyright

This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.

DOI

10.20429/amtp.2023.31

Download

Included in

Marketing Commons

Share

COinS