Gruber, Kaliauer and Schegelmilch

MANAGEMENT SLANT

  • Consumers find specific information about the impact of CSR more credible than broad references. An “amount-of-CO2-saved” attribution is preferable over a “protects-the-environment” claim.
  • Consumers attach greater credibility to information originating outside the focal company.
  • Awards for CSR efforts have a stronger impact on consumers than messages delivered through social media and/or internal channels.
  • Further research is needed to assess the effectiveness of different social-media strategies for disseminating information about CSR.