기업의 사회적 책임공시 유형의 설득효과에 대한 실증적 연구 - 소비자의 사회적 책임성향과 광고회의의 조절적 효과 중심으로

Corporate Social Responsibility(CSR) has become a much-discussed subject in the marketing and advertising areas. Corporations are increasingly concerned with communicating ethically and responsibly to the diverse stakeholders as well as the target customers. Recently, the CSR Disclosures(CSRD) have become one of the main tools for CSR information and communication. This paper addresses a main question as to how two different types of CSRD(Institutionalized CSRD vs. Promotional CSRD) interact with consumer's social responsibility orientation and advertising skepticism in light of individual traits and their interactive effects play a role in perceived social responsibility of the corporation, brand attitude, and purchase intention as CSR communication effectiveness. Results from this study show that compared with institutional CSRD, promotional CSRD is more likely to influence consumers to be more skeptical of the intent of CSR advertising, which might be less effective at generating positive perceptions, attitudes and purchase intention of consumers. Managerial implications and future research directions of the findings are discussed.