MANAGEMENT SLANT
- When consumers realize the paid nature of native corporate social responsibility (CSR) advertising, their responses to the advertisements do not differ by CSR motivation—genuinely doing good versus repairing a damaged reputation.
- Practitioners need to consider the negative impacts of perceived manipulativeness caused by advertising recognition when presenting companies’ social responsibility efforts via native advertisements.
- When evaluating native CSR advertisements, consumers care about companies’ CSR motivation only when they do not recognize the messages as advertisements.
- More research on various factors influencing the effectiveness of native CSR advertising is needed...