Graduation Year
2016
Document Type
Thesis
Degree
M.A.
Degree Name
Master of Arts (M.A.)
Degree Granting Department
Mass Communications
Major Professor
Scott S. Liu, Ph.D.
Committee Member
Kelly Werder, Ph.D.
Committee Member
Roxanne Watson, Ph.D.
Keywords
third person effect, first person effect, perceived influence of CSR communication
Abstract
Corporate social responsibility (CSR) has emerged as a competitive corporate marketing strategy and gained increasingly more attention among organizations. Drawing from attribution theory, persuasion knowledge model and the first- and third-person effects, this study outlined a survey study designed to examine the relationships among consumers’ beliefs in CSR motives, perceived effects of CSR communication on self and others, and behavioral consequences. Also described is a structural equation model which allows for the testing of the research hypotheses. Data was collected from 202 college students via survey. The results supported that when consumers believe the motives of CSR are other-serving, perceived effects are more positive on self than other and they are able to take action to join. Results also showed that when consumers believe the motives are self-serving, perceived effects are negative on self.
Scholar Commons Citation
Cheng, Nianyuan, "Corporate Social Responsibility Communication: Beliefs in Motives, First- and Third-Person Effects and Behavioral Consequences" (2016). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/6480
