How CSR Communication can Effectively Improve Consumers' Brand Attitudes?

This paper examines the effectiveness of different CSR communication messages in improving consumers' brand attitudes. Drawing from interaction theory, media richness theory, and social identity theory, we investigate the effects of CSR identification and brand attitude as key factors influencing the effectiveness of CSR communication. Through the analysis of 354 valid questionnaires collected from two experiments, we find that communication interactivity positively influences consumers' brand attitudes, with CSR identification partially mediating this relationship. Moreover, we observe that media richness enhances the positive relationship between CSR communication interactivity, CSR identification, and brand attitudes. This study contributes to the existing research on