Publication Type
Journal Article
Version
acceptedVersion
Publication Date
11-2017
Abstract
Employing an experiment study (N = 256), this study examines how individuals ethical orientation (deontology vs. consequentialism) and CSR message frame (normative vs. strategic) influence corporate hypocrisy perception and negative communication intentions toward a given company. Findings demonstrate that deontological ethical orientation and strategic CSR frame induce stronger corporate hypocrisy perception and negative communication intention than do consequential ethical orientation and normative CSR frame. In addition, deontological ethical orientation moderated the effects of CSR frames on negative communication intention toward the company. Implications for both public relations scholarship and practices are discussed.
Keywords
Corporate hypocrisy, Ethical orientation, Media frame, Normative CSR, Strategic CSR
Discipline
Business and Corporate Communications | Business Law, Public Responsibility, and Ethics
Research Areas
Corporate Communication
Publication
Public Relations Review
Volume
43
Issue
4
First Page
817
Last Page
828
ISSN
0363-8111
Identifier
10.1016/j.pubrev.2017.05.001
Publisher
Elsevier
Citation
SHIM, KyuJin; CHUNG, Myojung; and KIM, Young.
Does ethical orientation matter? Determinants of public reaction to CSR communication. (2017). Public Relations Review. 43, (4), 817-828.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/5298
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1016/j.pubrev.2017.05.001
Included in
Business and Corporate Communications Commons, Business Law, Public Responsibility, and Ethics Commons