TY - JOUR
T1 - “We Care About How You Dialogue With Your Employees:” The Effects of Bottom-Up CSR Through the Lens of Dialogic Communication
AU - Kim, Katie Haejung
AU - Xu, Hao
AU - Rim, Hyejoon
N1 - Publisher Copyright:
© 2023 Taylor & Francis Group, LLC.
PY - 2023
Y1 - 2023
N2 - The current study examines the effects of a bottom-up CSR approach, as compared to a top-down CSR approach, on consumer publics’ evaluation of CSR practices. By applying dialogic communication as a theoretical lens, this study also investigates the mediating effects of perceived dialogic organizational–employee communication in such relationships. Through a between-subject online experiment, the results showed that when a CSR program was implemented with a bottom-up approach (vs. a top-down approach), consumer publics perceived a higher level of organization–employee dialogic communication. Such perception, in turn, results in consumer publics’ favorable attitude toward the company, purchase intentions, and supportive behavioral intentions of CSR practices. In addition, the positive effects of the bottom-up CSR approach on consumer publics’ corporate evaluations via the mediation of perceived dialogic organization–employee communication were greater for individuals with higher levels of corporate distrust than those with lower levels of corporate distrust. The study extends our understanding of the value of dialogic communication in public relations and CSR communication.
AB - The current study examines the effects of a bottom-up CSR approach, as compared to a top-down CSR approach, on consumer publics’ evaluation of CSR practices. By applying dialogic communication as a theoretical lens, this study also investigates the mediating effects of perceived dialogic organizational–employee communication in such relationships. Through a between-subject online experiment, the results showed that when a CSR program was implemented with a bottom-up approach (vs. a top-down approach), consumer publics perceived a higher level of organization–employee dialogic communication. Such perception, in turn, results in consumer publics’ favorable attitude toward the company, purchase intentions, and supportive behavioral intentions of CSR practices. In addition, the positive effects of the bottom-up CSR approach on consumer publics’ corporate evaluations via the mediation of perceived dialogic organization–employee communication were greater for individuals with higher levels of corporate distrust than those with lower levels of corporate distrust. The study extends our understanding of the value of dialogic communication in public relations and CSR communication.
KW - Bottom-up CSR
KW - corporate distrust
KW - CSR
KW - organization–employee dialogic communication
UR - http://www.scopus.com/inward/record.url?scp=85159868638&partnerID=8YFLogxK
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U2 - 10.1080/1062726X.2023.2215886
DO - 10.1080/1062726X.2023.2215886
M3 - Article
AN - SCOPUS:85159868638
SN - 1062-726X
JO - Journal of Public Relations Research
JF - Journal of Public Relations Research
ER -