What, how, and where: the effects of multidimensional CSR communication strategies focusing on content, framing, and target

As corporate social responsibility (CSR) becomes important, so does consumer skepticism, making it difficult for firms to communicate CSR as intended. Integrating the Tri-dimensional CSR Model with Activating Events-Beliefs-Consequences (ABC) cognitive theory, this study exploratorily examined the differential effects of what firms communicate (content domain), how they frame and deliver CSR messages (strategic orientation and operational perspective), and where these messages are received (U.S. and China) on consumers’ CSR motivation perceptions and behavioral intentions. To examine these multi-faceted CSR communication effects, a 3x2x2 experiment was conducted with U.S. and Chinese samples. Three-way MANCOVA revealed that consumers’ CSR motivation perceptions differ by the what, how, and where aspects of CSR communications. PLS-SEM analysis further explored the patterns of these effects within each national context. These findings offer exploratory references for understanding the contextual factors that may influence CSR content, framing, and messaging, suggesting potential avenues for future CSR communication strategies.