Original paper

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

Volume: 7, Issue: 3, Pages: 165 - 185
Published: Jul 1, 2013
Abstract
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...
Paper Details
Title
The Ability of Corporate Blog Communication to Enhance CSR Effectiveness: The Role of Prior Company Reputation and Blog Responsiveness
Published Date
Jul 1, 2013
Volume
7
Issue
3
Pages
165 - 185
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