The influence of corporate social responsibility and customer-company identification on publics' dialogic communication intentions

Soo Yeon Hong, Sung Un Yang, Hyejoon Rim

Research output: Contribution to journalArticlepeer-review

23 Scopus citations

Abstract

The purpose of this study was to examine the effects of consumers' perceptions of the company's corporate social responsibility on their intentions to engage in dialogic communications with a company (i.e., feedback), and to investigate the mediation role of their identification with the company in such effects. The findings indicated a significant relationship between corporate social responsibility and publics' intentions to engage in dialogic communications. Also, customer-company identification was found to mediate such effects.

Original languageEnglish (US)
Pages (from-to)196-198
Number of pages3
JournalPublic Relations Review
Volume36
Issue number2
DOIs
StatePublished - Jun 2010
Externally publishedYes

Keywords

  • Corporate social responsibility
  • Customer-company identification
  • Dialogic communication

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