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.
Recommended Citation
Dauphinais, M., Mohammadi, S., and Guo, L. (2023). CSR communication strategy: Avoiding consumer skepticism considering product type and firm size. Association of Marketing Theory and Practice Proceedings 2023. 31. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2023/31
