Does ethical orientation matter? Determinants of public reaction to CSR communication

Does ethical orientation matter? Determinants of public reaction to CSR communication

Employing an experiment study (N = 256), this study examines how individuals ethical orientation (deontology vs. consequentialism) and CSR message frame (normative vs. strategic) influence corporate hypocrisy perception and negative communication intentions toward a given company. Findings demonstra...

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Bibliographic Details
Main Authors: SHIM, KyuJin, CHUNG, Myojung, KIM, Young
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2017
Subjects:
Corporate hypocrisy
Ethical orientation
Media frame
Normative CSR
Strategic CSR
Business and Corporate Communications
Business Law, Public Responsibility, and Ethics
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/5298
https://ink.library.smu.edu.sg/context/lkcsb_research/article/6297/viewcontent/1_s20_S0363811116303721_main.pdf
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Institution: Singapore Management University
Language: English
Description
Summary:Employing an experiment study (N = 256), this study examines how individuals ethical orientation (deontology vs. consequentialism) and CSR message frame (normative vs. strategic) influence corporate hypocrisy perception and negative communication intentions toward a given company. Findings demonstrate that deontological ethical orientation and strategic CSR frame induce stronger corporate hypocrisy perception and negative communication intention than do consequential ethical orientation and normative CSR frame. In addition, deontological ethical orientation moderated the effects of CSR frames on negative communication intention toward the company. Implications for both public relations scholarship and practices are discussed.

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