The Ability of Corporate Blog Communication to Enhance CSR Effectiveness: The Role of Prior Company Reputation and Blog Responsiveness

The purpose of this study is to determine what constitutes effective corporate social responsibility (CSR) communication in the corporate blog setting. This study examines the effects of a company's prior reputation and blog responsiveness on public perception of CSR motives, attitudes, and intention to engage in word-of-mouth (WOM) communication. The results show that prior company reputation has a strong effect on the public's interpretation...