This case study explores the experience of a company in a controversial industry sector and its efforts to act in a socially responsible manner when establishing a presence in a regional market. We examine the management of stakeholder relationships and communication, and identify the challenges associated with implementing corporate social responsibility (CSR) initiatives. Our findings highlight the importance of ongoing and broad stakeholder identification, prioritization and management. This case study demonstrates the key role of commitment from senior management and front-line employees and the importance of a CSR champion. Commitment must be demonstrated at a local level to facilitate community engagement, feedback and monitoring. Finally, the findings highlight the externality of stakeholder networks and their non-centric relationship with the company. Thus, a company is not the centre of the stakeholder network; the network has a life of its own, regardless of a company's involvement or non-involvement.
Purpose
Word-of-mouth (WOM) literature has identified the roles of source and message in WOM influence, but the relationship between them is yet to be investigated. The purpose of this paper is to explore this relationship by examining the mediation of message on the impact of perceived source characteristics from the perspective of the receiver. The paper also considered the mutual relationships between source characteristics and message quality.
Design/methodology/approach
A quantitative survey of prospective students was conducted to empirically examine the proposed conceptual model. A sample of 509 respondents was analysed using structural equation modelling.
Findings
The findings suggest the significant impact of expertise, trustworthiness, homophily and opinion leadership of the WOM source on the judgement of message quality and the indirect effects on WOM influence mediated by the message quality. The results also indicate the moderating effects of receiver involvement and the valence of the message on the impact of message quality.
Practical implications
The findings of this paper can inform the strategic development of WOM marketing. A deeper understanding of source characteristics and the role of the message may enable marketing practitioners to better target appropriate influencers for seeding programmes that stimulate WOM communication about their brands or products.
Originality/value
This study examines how the receiver’s evaluations of message content mediate the relationship between source characteristics and WOM influence. Source and message are two elements of communication which are processed when people receive information. However, nascent research examines their effects on each other. This research contributes to the understanding of this relationship through an empirical examination of the direct effects of primary source characteristics on perceived message quality.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.