TY - JOUR
T1 - Examining native CSR advertising as a post-crisis response strategy
AU - Wu, Linwan
AU - Overton, Holly
N1 - Funding Information:
This project was supported by a Page Legacy Scholar Grant (No. 2018OC002) from the Arthur W. Page Center at The Pennsylvania State University’s College of Communications. Any opinions, findings, and conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of The Pennsylvania State University.
Publisher Copyright:
© 2021 Advertising Association.
PY - 2022
Y1 - 2022
N2 - Although companies have started to adopt native CSR advertising for crisis communication, no existing research has examined this new phenomenon. To fill the gap, this study tested how crisis type and ad identification influence the effectiveness of native CSR advertising as a post-crisis response strategy. An online experiment was conducted using a nationally representative sample of U.S. adults. The results indicated that perceived manipulativeness was the underlying mechanism of how ad identification impaired consumer responses. Crisis type affected advertising effectiveness through consumers’ attributions of crisis responsibility and values-driven CSR motive. More importantly, ad identification significantly impaired consumers’ attitudes toward a native CSR advertisement and their intention to share the advertisement in the victim crisis condition, but not in the accidental or intentional crisis condition. These findings provide meaningful contributions to both the research and practice of CSR advertising.
AB - Although companies have started to adopt native CSR advertising for crisis communication, no existing research has examined this new phenomenon. To fill the gap, this study tested how crisis type and ad identification influence the effectiveness of native CSR advertising as a post-crisis response strategy. An online experiment was conducted using a nationally representative sample of U.S. adults. The results indicated that perceived manipulativeness was the underlying mechanism of how ad identification impaired consumer responses. Crisis type affected advertising effectiveness through consumers’ attributions of crisis responsibility and values-driven CSR motive. More importantly, ad identification significantly impaired consumers’ attitudes toward a native CSR advertisement and their intention to share the advertisement in the victim crisis condition, but not in the accidental or intentional crisis condition. These findings provide meaningful contributions to both the research and practice of CSR advertising.
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U2 - 10.1080/02650487.2021.1914445
DO - 10.1080/02650487.2021.1914445
M3 - Article
AN - SCOPUS:85104801436
VL - 41
SP - 354
EP - 381
JO - International Journal of Advertising
JF - International Journal of Advertising
SN - 0265-0487
IS - 2
ER -