Authentic consumer-based CSR communication: exploring its impacts on corporate reputation and purchase intention

In today’s socially conscious market environment, organizations are expected to invest in various CSR programs in order to stay competitive and evoke positive consumer attitudes. The most significant element that proved to be the key to successful CSR initiatives and positively impacted the outcomes was authenticity. However, there are numerous challenges that a CSR program involves, including disingenuous communication, which could eventually bring detrimental effects to the organization. Importantly, this study’s purpose was to delve into consumer perspectives and comprehend the power of authentic CSR communication and its implications within a corporate context. As for academic relevance, this research provides added value in the context of authentic CSR communication and its impact on corporate reputation and purchase intention since this topic still lacks a thorough investigation in the field of CSR literature. Notably, the proposed research question aimed to explore to what extent authentic consumer-based CSR communication impacts corporate reputation and purchase intention. Furthermore, it sought to provide practical insights to organizations on establishing an effective and authentic CSR program that aligns with stakeholder values, thereby improving the company’s reputation and enhancing purchase intention. This research relies on the CSR authenticity construct to identify authentic CSR communication’s impact on corporate reputation and purchase intention through the TOMS ‘10x10 campaign case. To answer the proposed research question, a quantitative analysis was conducted in the form of an online survey completed by American participants to ensure that respondents are more aware of the brand to aim for higher effectiveness. The final sample included 256 responses demonstrating that stakeholders respond positively when they perceive the dimensions of community link, reliability, congruence, and benevolence in a CSR initiative. The outcome of this research implies that the CSR authenticity dimensions significantly contribute to a successful CSR program while bolstering corporate reputation and increasing purchase intentions.