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Corporate Social Responsibility in Korea: How to Communicate Global Issues to Local Stakeholders

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  • Gain Park
  • Hyun Soon Park

Abstract

This paper examines how to get support and legitimation for global environmental CSR campaigns from local and domestic stakeholders using construal level theory. The paper develops communication strategies to enhance the persuasiveness of CSR campaigns. A survey was with 252 young adults in eight experimental groups. We argue that there exists a certain distance toward every CSR topic perceived by individuals and that each matches better with either desirability or feasibility message framing. The results show that desirability messages have a greater power of persuasion in a CSR campaign that yields consequences in a distant time and place, whereas feasibility messages have a greater persuasive power in a campaign that yields relatively immediate results in a nearby place. We propose some recommendations for businesses on how to apply the findings to a practical CSR message design in order to improve the persuasiveness of global CSR campaigns. Copyright © 2014 John Wiley & Sons, Ltd and ERP Environment

Suggested Citation

  • Gain Park & Hyun Soon Park, 2016. "Corporate Social Responsibility in Korea: How to Communicate Global Issues to Local Stakeholders," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(2), pages 77-87, March.
    • Handle: RePEc:wly:corsem:v:23:y:2016:i:2:p:77-87
    DOI: 10.1002/csr.1362
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    References listed on IDEAS

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    1. Yuan‐Shuh Lii & Kuang‐Wen Wu & May‐Ching Ding, 2013. "Doing Good Does Good? Sustainable Marketing of CSR and Consumer Evaluations," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 20(1), pages 15-28, January.
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    Cited by:

    1. Andrew Mzembe, 2021. "The psychological distance and construal level perspectives of sustainable value creation in SMEs," Sustainable Development, John Wiley & Sons, Ltd., vol. 29(2), pages 465-478, March.
    2. Naïade Anido Freire & Leïla Loussaïef, 2018. "When Advertising Highlights the Binomial Identity Values of Luxury and CSR Principles: The Examples of Louis Vuitton and Hermès," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 565-582, July.
    3. Qaiser Rafique Yasser & Abdullah Al Mamun & Irfan Ahmed, 2017. "Corporate Social Responsibility and Gender Diversity: Insights from Asia Pacific," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(3), pages 210-221, May.
    4. Enrico Fontana & Hyemi Shin & Chikako Oka & Jos Gamble, 2022. "Tensions in the strategic integration of corporate sustainability through global standards: Evidence from Japan and South Korea," Business Strategy and the Environment, Wiley Blackwell, vol. 31(3), pages 875-891, March.
    5. Rachel Esther Lim & Wei‐Na Lee, 2023. "Communicating corporate social responsibility: How fit, specificity, and cognitive fluency drive consumer skepticism and response," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(2), pages 955-967, March.

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