The Effect of Corporate Social Responsibility Communication on Corporate Citizenship, Corporate Reputation & Behavior Intention - Maintaining & Strengthening a Good Corporate Reputation

Over the past few years, communicating on corporate social responsibility has become a common tool for organizations to influence consumers’ perceptions. This study discovered how CSR communication can affect the perceived corporate citizenship and corporate reputation. Previous research failed to address the influence of framing in combination with a certain level of transparency on consumers’ perceptions as well as behavioral intention. To find answers, 152 people participated in the conducted online experiment. They were exposed to a CSR message that incorporated a message frame and a specific level of transparency. The study results indicated that the use of both corporate-praising framing and consumer-praising framing in CSR communication had some effect on consumers’ perceptions and their behavioral intention. Furthermore, the use of a high level of transparency positively influenced the corporate reputation. A favorable corporate reputation appeared to stimulate the behavioral intention of consumers. Simultaneously, the differences in values and lifestyles of people were taken into account. It was acknowledged that some people show a high interest in CSR whereas others have little interest, which influences the relationship between CSR communication and the perceived corporate citizenship. The study results showed that a high level of personal-CSR fit enhances the corporate citizenship, while a low level of personal-CSR fit diminishes the corporate citizenship. By exploring how message framing and transparency in CSR communication influence corporate citizenship, corporate reputation and behavioral intention, research gaps are filled. Yet more importantly, organizations will now have a better view on how to customize their CSR communication in order to influence consumers’ perceptions and experience positive effects. When consumers’ perceptions are positively influenced, the corporate reputation will strengthen.