Communication frames and beneficiary engagement in corporate social initiatives: Evidence from a randomized controlled trial in France

Durand, Rodolphe; Huysentruyt, Marieke

doi:10.1002/smj.3392

Cited by 9 publications

(2 citation statements)

References 55 publications

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“…This literature focuses on business hotspots that offer locational advantages, and highlights the importance of local conditions and positive spillovers from geographic proximity for business venture success. Alongside recent work in strategy research (Durand & Huysentruyt, 2022;Pongeluppe, 2022), our study complements this body of work by offering a fundamentally distinct perspective: we examine how ventures' access to capital can be improved in disadvantaged urban areas, and in turn how this can help them grow and create social value.…”

Section: Discussionmentioning

confidence: 99%

“…This is underscored in a nascent literature that examines how firms adapt their strategies when targeting customers in disadvantaged urban areas. In particular, Durand and Huysentruyt (2022) explore the communication strategies that firms can deploy to reach disadvantaged customers in French banlieues through corporate social initiatives. Relatedly, Pongeluppe (2022) studies the distinct strategies that E-commerce firms use in and outside Brazilian favelas.…”

Section: Introductionmentioning

confidence: 99%

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Impact investing in disadvantaged urban areas

Boulongne

Durand

Flammer

2023

Strategic Management Journal

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Research SummaryWe examine whether impact investing is more effective in fostering business venture success and social impact when investments are directed toward ventures in disadvantaged urban areas compared to similar investments directed toward ventures outside these areas. We explore this question in the context of loans made to business ventures in French “banlieues” versus “non‐banlieues.” We find that, following the loan issuance, banlieue ventures achieve greater improvements in financial performance and greater social impact in terms of the creation of local employment opportunities, quality jobs, and gender‐equitable jobs. This suggests that impact investors are able to contract with ventures of greater unrealized potential in banlieues, as banlieue ventures tend to be discriminated on the traditional loan market. The latter is corroborated in a controlled lab experiment.Managerial SummaryWe shed light on the unrealized potential of business ventures in economically disadvantaged urban areas, known as “banlieues” in France. Our results show that, after receiving loans from an impact investor, banlieue ventures achieve greater financial performance compared to non‐banlieue ventures. What is more, banlieue ventures achieve greater social impact by creating more jobs that benefit the local community. Why are traditional investors missing out on these opportunities? Our results point toward discrimination of banlieue ventures on the traditional loan market. This is confirmed in a controlled lab experiment, in which participants are less likely to approve loans to banlieue ventures compared to identical non‐banlieue ventures. These insights can guide managers and investors seeking sustainable, socially impactful, and financially viable investment opportunities.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Impact investing in disadvantaged urban areas

Boulongne

Durand

Flammer

2023

Strategic Management Journal

Self Cite

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Framing effects on sustainable behavior

Lee

2024

Sustainable Development

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The impacts of climate change are profound and widespread. Investigating the impact of strategic climate change communication is crucial for informing effective communication strategies and ultimately driving meaningful action toward addressing climate change. This research aims to develop effective climate change communication on Facebook with the objective of fostering sustainable behavior. It seeks to accomplish this by evaluating the influence of strategic climate change frames on sustainable behavior intentions and examining the moderating effect of greenwash awareness. We conducted two experimental studies: A 10 (frames) x 2 (greenwash awareness: high vs. low) between‐subject experiment with 710 responses and a 25 (frames) x 2 (greenwash awareness: high vs. low) between‐subject experiment with 1586 responses. Results indicate that communication framed in natural well‐being, sustainable expertise, and environmental frames encouraged sustainable behavior more than other frames. Multiple frames are more persuasive than single frames in increasing the intention of sustainable action. Greenwash awareness exerts moderating impacts on the framing effects. The current research is the first exploration to shed light on framing strategies of climate change communications by taking non‐climate frames and greenwash awareness into consideration. We offer actionable insights into how enterprises can strategically use frames to improve performance and accountability in sustainable development.

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Public Value Creation

Cabral

2024

Strategy for Public and Nonprofit Organizations

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Communication frames and beneficiary engagement in corporate social initiatives: Evidence from a randomized controlled trial in France

Abstract: This article asks how distinct communication frames used by corporate social initiatives (CSIs) affect beneficiary engagement, specifically their reach vis-à-vis disadvantaged groups. Through a unique randomized field experiment in France, we

Cited by 9 publications

References 55 publications

Impact investing in disadvantaged urban areas

Impact investing in disadvantaged urban areas

Framing effects on sustainable behavior

Public Value Creation

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