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Corporate Social Responsibility in Korea: How to Communicate Global Issues to Local Stakeholders
Author(s) -
Park Gain,
Park Hyun Soon
Publication year - 2014
Publication title -
corporate social responsibility and environmental management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.519
H-Index - 73
eISSN - 1535-3966
pISSN - 1535-3958
DOI - 10.1002/csr.1362
Subject(s) - persuasion , corporate social responsibility , construal level theory , framing (construction) , legitimation , order (exchange) , business , public relations , marketing , power (physics) , marketing communication , advertising , political science , social psychology , psychology , engineering , physics , structural engineering , finance , quantum mechanics , politics , law
This paper examines how to get support and legitimation for global environmental CSR campaigns from local and domestic stakeholders using construal level theory. The paper develops communication strategies to enhance the persuasiveness of CSR campaigns. A survey was with 252 young adults in eight experimental groups. We argue that there exists a certain distance toward every CSR topic perceived by individuals and that each matches better with either desirability or feasibility message framing. The results show that desirability messages have a greater power of persuasion in a CSR campaign that yields consequences in a distant time and place, whereas feasibility messages have a greater persuasive power in a campaign that yields relatively immediate results in a nearby place. We propose some recommendations for businesses on how to apply the findings to a practical CSR message design in order to improve the persuasiveness of global CSR campaigns. Copyright © 2014 John Wiley & Sons, Ltd and ERP Environment