TY - JOUR
T1 - Consumer responses to corporate social responsibility communication from stigmatized industries
T2 - E-cigarettes and consumers’ use of persuasion knowledge
AU - Abdollahi, Maral
AU - Xu, Hao
AU - Rim, Hyejoon
N1 - Publisher Copyright:
© 2022 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2022
Y1 - 2022
N2 - Drawing upon JUUL’s CSR campaign cases that were intended to rebuild people’s trust during its vaping crisis, this study examined the effects of the e-cigarette company’s CSR and CA messages on consumers’ responses. Applying the Persuasion Knowledge Model, this study also investigated how consumers’ existing beliefs about the e-cigarette industry (i.e., topic knowledge) and specific e-cigarette companies (i.e., agent knowledge) influenced their evaluation of CSR and CA messages. An online experiment (N = 275) showed that CSR messages were more likely to generate positive consumer attitudes toward the company and product, as compared to CA messages. These effects were mediated by consumers’ persuasion knowledge activation and moderated by consumers’ perceptions of the industry and perceived corporate legitimacy.
AB - Drawing upon JUUL’s CSR campaign cases that were intended to rebuild people’s trust during its vaping crisis, this study examined the effects of the e-cigarette company’s CSR and CA messages on consumers’ responses. Applying the Persuasion Knowledge Model, this study also investigated how consumers’ existing beliefs about the e-cigarette industry (i.e., topic knowledge) and specific e-cigarette companies (i.e., agent knowledge) influenced their evaluation of CSR and CA messages. An online experiment (N = 275) showed that CSR messages were more likely to generate positive consumer attitudes toward the company and product, as compared to CA messages. These effects were mediated by consumers’ persuasion knowledge activation and moderated by consumers’ perceptions of the industry and perceived corporate legitimacy.
KW - agent knowledge
KW - CSR
KW - e-cigarettes
KW - persuasion knowledge
KW - topic knowledge
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U2 - 10.1080/13527266.2022.2118813
DO - 10.1080/13527266.2022.2118813
M3 - Article
AN - SCOPUS:85138262257
SN - 1352-7266
JO - Journal of Marketing Communications
JF - Journal of Marketing Communications
ER -