Graduation Year

2016

Document Type

Thesis

Degree

M.A.

Degree Name

Master of Arts (M.A.)

Degree Granting Department

Mass Communications

Major Professor

Scott S. Liu, Ph.D.

Committee Member

Kelly Werder, Ph.D.

Committee Member

Roxanne Watson, Ph.D.

Keywords

third person effect, first person effect, perceived influence of CSR communication

Abstract

Corporate social responsibility (CSR) has emerged as a competitive corporate marketing strategy and gained increasingly more attention among organizations. Drawing from attribution theory, persuasion knowledge model and the first- and third-person effects, this study outlined a survey study designed to examine the relationships among consumers’ beliefs in CSR motives, perceived effects of CSR communication on self and others, and behavioral consequences. Also described is a structural equation model which allows for the testing of the research hypotheses. Data was collected from 202 college students via survey. The results supported that when consumers believe the motives of CSR are other-serving, perceived effects are more positive on self than other and they are able to take action to join. Results also showed that when consumers believe the motives are self-serving, perceived effects are negative on self.

Available for download on Wednesday, November 29, 2017

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