Handling negative publicity: The influence of employing CSR communication in apology statements in reducing anger and negative word-of-mouth (NWOM)

Angie Chung, Hua Jiang

Research output: Contribution to journalArticlepeer-review

14 Scopus citations

Abstract

Purpose: Based on the framing theory and the associative network theory, the purpose of this paper is to develop and test a model that examines the impact of employing corporate social responsibility (CSR) communication in apology statements after negative publicity. Specifically, this study examines the role of CSR fit and CSR history in reducing anger and negative word-of-mouth (NWOM). This study also examines whether perceived CSR motivation and skepticism toward the apology statement mediate the effect of CSR fit and CSR history on anger and NWOM. Design/methodology/approach: This study was a 2×2 between-subject design manipulating CSR fit (high or low) and CSR history (long or short). Findings: The findings of this study suggest that strategically employing CSR communication in an apology statement after negative publicity may reduce negative consumer reactions. Originality/value: The effects of CSR history and CSR fit have been studied in different contexts, but the effects of mentioning the two components in terms of apology statements had been understudied. This paper fulfills an identified need to study how employing CSR communication in apology statements after negative publicity can mitigate negative audience reactions.

Original languageEnglish (US)
Pages (from-to)267-286
Number of pages20
JournalJournal of Communication Management
Volume21
Issue number3
DOIs
StatePublished - 2017

Keywords

  • Communication management
  • Corporate communication
  • CSR
  • Public relations

ASJC Scopus subject areas

  • Communication
  • Strategy and Management

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