Exploring effects of message framing on supportive behaviors toward environmental corporate social responsibility

نویسندگان

چکیده

Purpose The purpose of this study was to shed light on how effective environmental corporate social responsibility (CSR) communication can be achieved through persuasive strategies using message framing. Design/methodology/approach This conducted an online experimental with a 2 (narrative: narrative or non-narrative) × (framing: gain loss) between-subjects design. Findings findings showed that CSR framing messages is most in creating strong associations between company and the domain sharing company's information supportive advocating for campaign. Originality/value highlights importance efforts right format (narrative style) increase its sequence from evaluation behaviors, contributing theoretical development research communication. suggests campaign managers should first formalize responsiveness by clearly establishing policies practicing performance could result association before asking their target publics engage pro-environmental activities.

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ژورنال

عنوان ژورنال: Corporate Communications: An International Journal

سال: 2022

ISSN: ['1758-6046', '1356-3289']

DOI: https://doi.org/10.1108/ccij-01-2022-0003