How multinational corporations can utilize corporate social responsibility

• Songmi Kim

  Korea Advanced Institute of Science and Technology

• Han-Suk Lee

  Sangmyung University

• Minjung Roh

  Ajou University

We examined the effectiveness of corporate social responsibility (CSR) communication by multinational corporations in terms of the type of message being delivered. Results of Study 1 (N = 122 Korean adults) showed that CSR messages received more positive responses from consumers when temporal distance was low, compared to when it was high. Moreover, emotional message appeals generated more positive product evaluations from consumers than did rational message appeals when framed in the near versus distant future. Results of Study 2 (N = 120 Korean adults) revealed that Korean consumers reacted more positively to CSR messages from domestic companies than to those from multinational corporations when such messages were described concretely versus abstractly. Across the 2 studies, we found that construal levels and message appeals shaped the behavioral processes that generate consumers’ responses to CSR messages from multinational corporations.

1. Songmi Kim, Korea Advanced Institute of Science and Technology

   Graduate School of Culture Technology

2. Han-Suk Lee, Sangmyung University
   Department of Global Management
3. Minjung Roh, Ajou University
   Department of Business Administration

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