An examination of consumer's attitude towards corporate social responsibility (CSR) web communication using media richness theory

• Main Authors: Mat Saat, Rafeah, Selamat, Mohamad Hisyam
• Format: Article
• Language: English
• Published: Elsevier Ltd. 2014
• Subjects: P Philology. Linguistics; T Technology (General)
• Online Access: http://repo.uum.edu.my/13060/1/pro56.pdf; http://repo.uum.edu.my/13060/; http://dx.doi.org/10.1016/j.sbspro.2014.10.311
• Institution: Universiti Utara Malaysia

The main purpose of this study is to examine the effect of media richness on attitude towards website in communicating Corporate Social Responsibility (CSR).We use Media richness theory (MRT) as the main theory for this paper.To meet the objective, we consider the sample of 242 students as consumer to browse through the different richness of CSR information websites that are lean and rich.We use statistical t-test to analyze the data. The result shows rich media has a significant impact on CSR communication towards consumer.This finding contributes to a new empirical literature of CSR communication and MRT.