Strategic CSR Communication: A Moderating Role of Transparency in Trust Building

ABSTRACT

Based on the literature in various strategic communication disciplines, including marketing, advertising, and public relations, this 2 (company-cause fit: congruent vs. incongruent) × 2 (level of transparency: high vs. low) experiment examines message effect on trust, organizational advocacy, and skepticism in order to explore ways to effectively communicate CSR initiatives in consideration of company-cause fit and transparency. Company-cause fit has been incorporated as a strategic tool in marketing and advertising, yet transparency has been primarily discussed in terms of its ethical implications in PR literature. Most significantly, this study suggests a moderating role of transparency on the effect of CSR cause fit, in that partnering with an incongruent cause fit can help build trust with consumers when the CSR message is communicated in a highly transparent manner. Furthermore, this study suggests that transparency is a necessary condition to be strategically implemented in CSR communication to enhance trust with consumers.