This paper explores how companies can improve consumer attitudes towards corporate social responsibility (CSR) messages and companies by designing the content of the message, which should provide specific information and improve social topic awareness among consumers. The paper also explores the mediating role of message authenticity between the CSR message content and consumer attitudes towards the information and the company.,302 participants evaluated the website of a fictitious company that included information about its CSR activities. The authors collected data through a questionnaire of Likert-type and dichotomous scales and contrasted the hypotheses with a causal model, analysing the relationships among variables through structural equation modelling (SEM) with the software EQS 6.1.,The findings suggest that information specificity and social topic awareness improve consumer perceptions of message authenticity. The findings also show that message authenticity improves consumer trust and attitudes towards the information and the company. Attitude towards the information, message authenticity and social topic awareness show the largest impacts on trust and attitude towards the company, while information specificity also has a positive although smaller effect.,Integrating information specificity and social topic awareness within the conceptual model presented in this paper, based on the heuristic-systematic model (HSM) and attribution theory, allows researchers and practitioners to close the gap between companies' CSR activities and consumers' perceptions, attitudes and behaviours.

中文翻译：

---

企业社会责任沟通中的信息特异性，社会话题意识和信息真实性

本文探讨了公司如何通过设计消息的内容来改善消费者对企业社会责任（CSR）消息的态度，以及公司如何设计消息的内容，消息的内容应提供特定的信息并提高消费者对社会主题的认识。本文还探讨了CSR消息内容与消费者对信息和公司态度之间的消息真实性的中介作用。302名参与者评估了包含公司CSR活动信息的虚拟公司的网站。作者通过李克特式和二分式量表的问卷收集了数据，并将假设与因果模型进行了对比，并使用EQS 6.1软件通过结构方程模型（SEM）分析了变量之间的关系。这些发现表明，信息的特异性和社交话题的意识可以改善消费者对消息真实性的感知。研究结果还表明，消息的真实性提高了消费者对信息和公司的信任度和态度。对信息的态度，消息的真实性和社会主题意识对信任和对公司的态度的影响最大，而信息的特异性也有积极的影响，尽管影响较小。在本文提出的概念模型中整合信息的特异性和社会主题的意识基于启发式系统模型（HSM）和归因理论，研究人员和从业人员可以缩小公司CSR活动与消费者的观念，态度和行为之间的差距。