Promoting corporate social responsibility message in COVID-19 advertising: How threat persuasion affects consumer responses to altruistic versus strategic CSR

Given the challenges facing companies in communicating corporate social responsibility (CSR) initiatives amid the pandemic, this study focuses on the effects of CSR appeals in COVID-19 advertising. Using the Ordered Protection Motivation model and CSR literature as the foundation, this study examined the interaction effect between CSR appeal (altruistic CSR vs. strategic CSR) and threat intensity (low vs. high) of the crisis depiction featured in the ad on consumers’ responses. Results revealed the moderating role of threat intensity on the relationships between CSR appeal and consumers’ responses, such that altruistic CSR appeal outperformed strategic CSR appeal when consumers were exposed to an ad featuring a high-threat crisis depiction, whereas the two appeals yielded similar effects when the ad featured a low-threat crisis depiction. In particular, altruistic CSR appeal (vs. strategic CSR appeal) generated greater message credibility, stronger feelings of warmth, and lower CSR skepticism, resulting in more favorable ad and brand attitudes and stronger purchase intentions, but only in the high threat condition.