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Linking CSR Communication to Corporate Reputation: Understanding Hypocrisy, Employees’ Social Media Engagement and CSR-Related Work Engagement

Author

Listed:
  • Hua Jiang

    (S.I. Newhouse School of Public Communications, Syracuse University, Syracuse, NY 13210, USA)

  • Yang Cheng

    (Department of Communication, North Carolina State University, Raleigh, NC 27695, USA)

  • Keonyoung Park

    (Department of Communication Studies, School of Communication, Hong Kong Baptist University, Kowloon Tong, Kowloon, Hong Kong)

  • Wei Zhu

    (School of Government, Nanjing University, Nanjing 210033, China)

Abstract

Based on the social exchange theory and the signaling theory, we proposed a conceptual model of effective CSR communication and corporate reputation integrating employees’ hypocrisy toward their employers’ corporate behavior, employees’ CSR-related social media engagement and work engagement. We tested our proposed model based on an employee survey (n = 811). Structural equational modeling (SEM) analyses were conducted while controlling variables that could exert confounding effects on our proposed model. All the hypotheses were supported by our collected data. Effective CSR communication factors turned out to be significant predictors for hypocrisy, employees’ social media engagement and CSR-related work engagement, and corporate reputation. Hypocrisy and engagement were also significant mediators in our proposed model. The key findings of the study made theoretical contributions to CSR and employee communication scholarship. Practical implications of the findings of this study were also discussed.

Suggested Citation

  • Hua Jiang & Yang Cheng & Keonyoung Park & Wei Zhu, 2022. "Linking CSR Communication to Corporate Reputation: Understanding Hypocrisy, Employees’ Social Media Engagement and CSR-Related Work Engagement," Sustainability, MDPI, vol. 14(4), pages 1-24, February.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:4:p:2359-:d:753060
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    References listed on IDEAS

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    Cited by:

    1. Chen Wang & Yeonggil Kim & Changhee Kim, 2022. "Are all CSR Activities in Your SNS Authentic? The Antecedents and Outcomes of Consumer Perceived Authenticity of CSR," SAGE Open, , vol. 12(4), pages 21582440221, November.
    2. Yang Cheng & Yuan Wang & Feihong Pan, 2022. "The Impact of CSR Perceptions on Employees’ Turnover Intention during the COVID-19 Crisis in China," IJERPH, MDPI, vol. 19(14), pages 1-14, July.
    3. Saheli Goswami & Gargi Bhaduri, 2023. "Communicating Moral Responsibility: Stakeholder Capitalism, Types, and Perceptions," Sustainability, MDPI, vol. 15(5), pages 1-17, March.

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