Testing CSR as a Trust Driver Among Millennials and Nonmillennials in Developed and BRIC Countries

Yi Ru Regina Chen; Chun Ju Flora Hung-Baesecke; Ben Boyd

Testing CSR as a Trust Driver Among Millennials and Nonmillennials in Developed and BRIC Countries

Yi Ru Regina Chen, Chun Ju Flora Hung-Baesecke, Ben Boyd

Department of Communication Studies

Research output: Contribution to conference › Conference paper › peer-review

Abstract

This study examined the effects of three dimensions of corporate social responsibility (CSR) on building public trust in business between different generations and markets, using random large-scale global samples (N = 9000) from nine markets. While the social and economic dimensions of CSR affected trust differently in developed and emerging markets, the environmental dimension did not. Nor did the Millennial and non-Millennial groups differ in their trust in business in most countries. However, the two groups had a different perception of how CSR works in trust building. Theoretical and practical implications for CSR communication are discussed.

Original language	English
Publication status	Published - 10 Jun 2016
Event	66th Annual International Communication Association Conference, ICA 2016: Communicating With Power - Fukuoka, Japan Duration: 9 Jun 2016 → 13 Jun 2016 https://convention2.allacademic.com/one/ica/ica16/

Conference

Conference	66th Annual International Communication Association Conference, ICA 2016
Country/Territory	Japan
City	Fukuoka
Period	9/06/16 → 13/06/16
Internet address	https://convention2.allacademic.com/one/ica/ica16/

Cite this

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title = "Testing CSR as a Trust Driver Among Millennials and Nonmillennials in Developed and BRIC Countries",

abstract = "This study examined the effects of three dimensions of corporate social responsibility (CSR) on building public trust in business between different generations and markets, using random large-scale global samples (N = 9000) from nine markets. While the social and economic dimensions of CSR affected trust differently in developed and emerging markets, the environmental dimension did not. Nor did the Millennial and non-Millennial groups differ in their trust in business in most countries. However, the two groups had a different perception of how CSR works in trust building. Theoretical and practical implications for CSR communication are discussed.",

author = "Chen, {Yi Ru Regina} and Hung-Baesecke, {Chun Ju Flora} and Ben Boyd",

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T1 - Testing CSR as a Trust Driver Among Millennials and Nonmillennials in Developed and BRIC Countries

AU - Chen, Yi Ru Regina

AU - Hung-Baesecke, Chun Ju Flora

AU - Boyd, Ben

PY - 2016/6/10

Y1 - 2016/6/10

N2 - This study examined the effects of three dimensions of corporate social responsibility (CSR) on building public trust in business between different generations and markets, using random large-scale global samples (N = 9000) from nine markets. While the social and economic dimensions of CSR affected trust differently in developed and emerging markets, the environmental dimension did not. Nor did the Millennial and non-Millennial groups differ in their trust in business in most countries. However, the two groups had a different perception of how CSR works in trust building. Theoretical and practical implications for CSR communication are discussed.

AB - This study examined the effects of three dimensions of corporate social responsibility (CSR) on building public trust in business between different generations and markets, using random large-scale global samples (N = 9000) from nine markets. While the social and economic dimensions of CSR affected trust differently in developed and emerging markets, the environmental dimension did not. Nor did the Millennial and non-Millennial groups differ in their trust in business in most countries. However, the two groups had a different perception of how CSR works in trust building. Theoretical and practical implications for CSR communication are discussed.

UR - http://tinyurl.com/hu9jbwv

M3 - Conference paper

T2 - 66th Annual International Communication Association Conference, ICA 2016

Y2 - 9 June 2016 through 13 June 2016

ER -

Testing CSR as a Trust Driver Among Millennials and Nonmillennials in Developed and BRIC Countries

Abstract

Conference

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