Abstract

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.

摘要

尽管公司已开始采用原生 CSR 广告进行危机沟通，但现有研究尚未检验这一新现象。为了填补这一空白，本研究测试了危机类型和广告识别如何影响原生企业社会责任广告作为危机后应对策略的有效性。使用具有全国代表性的美国成年人样本进行了在线实验。结果表明，感知操纵性是广告识别如何损害消费者反应的潜在机制。危机类型通过消费者对危机责任的归因和价值观驱动的CSR动机影响广告效果。更重要的是，广告识别显着损害了消费者对本土企业社会责任广告的态度以及他们在受害者危机情况下分享广告的意图，但在意外或故意危机情况下没有。这些发现为企业社会责任广告的研究和实践提供了有意义的贡献。