CSR COMMUNICATION AND CORPORATE REPUTATION: THE ROLE OF MESSAGE SOURCE

Niko Dellner

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/422224

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Global Marketing Conference

2023 Global Marketing Conference at Seoul (2023.07)
pp.259-264

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Abstract

Corporate Social Responsibility (CSR) activities substantially impact a company’s reputation. As companies increasingly embrace social media to communicate CSR activities, they face the challenge of selecting the appropriate message source. In this context, this paper examines the role of message source in the relationship between CSR communication and corporate reputation.

Keyword

Corporate reputation Corporate social responsibility CSR communication Social media

Author

Niko Dellner(LMU Munich School of Management, Germany)

KOREASCHOLAR

CSR COMMUNICATION AND CORPORATE REPUTATION: THE ROLE OF MESSAGE SOURCE