<scp>CSR</scp> Communications: The Effects of <scp>CSR</scp> Activities and Communication Channels

ABSTRACT This study seeks to address the existing gap by examining how consumer responses vary based on the type of corporate social responsibility (CSR) activity and communication channels through two experimental studies. Study 1 investigates the effects of CSR activity on CSR perception and moral elevation, while also exploring the moderating role of cultural orientation, specifically individualism versus collectivism. Study 2 focuses on the influence of CSR activity and communication channels on consumer attitudes, moderated by consumer skepticism. The findings indicate that CSR activity significantly shapes consumer perceptions and moral elevation. Additionally, individualism and collectivism were found to moderate the impact of CSR activity on CSR perception. Furthermore, the interaction between CSR activity and communication channels differentially affects consumer attitudes depending on the level of consumer skepticism. Lastly, CSR perception and moral elevation emerged as important mediators in the relationships between CSR activity and consumer citizenship behaviors.