Visualizing CSR: A visual framing analysis of US multinational companies

Garcia, Maria Maria Franco; Greenwood, Keith

doi:10.1080/13527266.2012.740064

Cited by 25 publications

(27 citation statements)

References 45 publications

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“…Substantial research has found these effects of episodic and thematic message framing across different areas of communication, including political, health, and climate communication. However, research on framing in CSR communication has been mostly descriptive, examining how organizations or news media frame organizational CSR efforts (e.g., Garcia & Greenwood, 2015; Lunenberg, Gosselt, & De Jong, 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

Facts Over Stories for Involved Publics: Framing Effects in CSR Messaging and the Roles of Issue Involvement, Message Elaboration, Affect, and Skepticism

Dhanesh

Nekmat

2018

Management Communication Quarterly

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This project investigated how issue involvement and positive affect are related to attitude and behavioral intention in the context of episodically and thematically framed corporate social responsibility (CSR) messages. We examined mediation effects of message elaboration on issue involvement and affect as well as moderation effects of dispositional skepticism on the relationships between affect, and attitude and behavioral intention. Results from two message-embedded surveys show that for the two types of messages used, issue involvement was positively correlated with positive affect and, consequently, with attitude and behavioral intention. However, for episodically framed messages, route-of-information processing mediated the relationship between issue involvement and affect. Dispositional skepticism moderated the relationship between positive affect and attitude toward the organization for these messages but did not affect behavioral intention. Overall, the findings suggest that prioritizing fact-based messaging over

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Section: Literature Reviewmentioning

confidence: 99%

Facts Over Stories for Involved Publics: Framing Effects in CSR Messaging and the Roles of Issue Involvement, Message Elaboration, Affect, and Skepticism

Dhanesh

Nekmat

2018

Management Communication Quarterly

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“…Visual message strategies for CSR communication are of particular interest in the present study. CSR messages often accompany visual components, as their persuasive power to elicit the public’s attention and support for a cause has become more evident (Garcia & Greenwood, 2015; S. B. Kim, Kim, & Wise, 2014).…”

mentioning

confidence: 99%

Visual CSR Messages and the Effects of Emotional Valence and Arousal on Perceived CSR Motives, Attitude, and Behavioral Intentions

Chung

Lee

2017

Communication Research

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Companies have frequently used visuals (e.g., still images and videos) as part of their corporate social responsibility (CSR) communication strategies, and those visuals often contain emotional content. As yet, however, scholars and practitioners have little understanding of how emotional design influences the effectiveness of CSR communication. This study examined how the emotional valence and arousal generated from contextual images in CSR messages affected the perceived CSR motives of companies, attitude toward the companies, purchase intention, and CSR participation intention. The results of a 2 (valence: positive vs. negative) × 2 (arousal: calm vs. arousing) experiment showed that arousing negative images elicited the highest level of attributing public-serving CSR motives to companies, the most favorable attitude toward the companies, and the strongest purchase intention, and CSR participation intention. We discuss the theoretical and practical implications.

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“…For example, the results highlight the important role played by some national and local institutions in women's empowerment [79] The results of our research have enhanced the understanding of issues of integration of CSR marketing communication at both the strategic and operational levels. The study of Aarong as an example of a truly sustainable company, both in its social [80] and environmental [81] meaning, demonstrated how to develop integrative strategic and operational communication by fusing both commercial and non-profit activities. In the case study of Aarong, we focused on the main instruments of women's empowerment and the most essential message they highlight is that the company has continued to contribute to positive changes in the lives of women, taking care of the natural and social environments, while being market successful at the same time.…”

Section: Discussionmentioning

confidence: 99%

Strategic and Operational Levels of CSR Marketing Communication for Sustainable Orientation of a Company: A Case Study from Bangladesh

et al. 2019

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Companies’ increasing social awareness has led to the development of a corporate social responsibility orientation, whose implementation impacts on their overall marketing communication, both at its strategic and operational levels. The issue of integration of both levels is recognized as a research gap and is thus, the main interest of this article. A company’s CSR orientation depends on the context of social problems, specifically in our case, the need for women’s empowerment as well as the creation of sustainable (socially and environmentally) workplace conditions in Bangladesh. The aim of the paper is to investigate and propose ways of integrating strategic and operational levels of CSR marketing communication. We applied the case study research method and specifically with the use of exploratory and descriptive methods, which posits this study within the logic of abductive approach, representing a creative and pragmatic process. The results refer, on the one hand, to the proposition of CSR and sustainable orientation of the one-page strategic plan, but on the other to the merging of the commercial and non-commercial activities of Aarong, a Bangladesh based company. Relying on the one-page strategic plan (OPSP) as a tool of marketing communication at the strategic level, we demonstrated the process of creating a video script scenario as a useful tool at the operational level of marketing communication. The proposed approach to building marketing communication around CSR and sustainable orientation makes the marketing communication consistent and clearer to the audience.

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Visualizing CSR: A visual framing analysis of US multinational companies

Cited by 25 publications

References 45 publications

Facts Over Stories for Involved Publics: Framing Effects in CSR Messaging and the Roles of Issue Involvement, Message Elaboration, Affect, and Skepticism

Facts Over Stories for Involved Publics: Framing Effects in CSR Messaging and the Roles of Issue Involvement, Message Elaboration, Affect, and Skepticism

Visual CSR Messages and the Effects of Emotional Valence and Arousal on Perceived CSR Motives, Attitude, and Behavioral Intentions

Strategic and Operational Levels of CSR Marketing Communication for Sustainable Orientation of a Company: A Case Study from Bangladesh

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