The co-creation of social value: what matters for public participation in corporate social responsibility campaigns
- Authors
- Lee, Sun Young; Kim, Young; Kim, Yeuseung
- Issue Date
- 1-Nov-2020
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Keywords
- Corporate social responsibility (CSR) campaign; public participation; co-creation; organization– public relationships (OPRs); situational theory of problem-solving (STOPS)
- Citation
- JOURNAL OF PUBLIC RELATIONS RESEARCH, v.32, no.5-6, pp 198 - 221
- Pages
- 24
- Journal Title
- JOURNAL OF PUBLIC RELATIONS RESEARCH
- Volume
- 32
- Number
- 5-6
- Start Page
- 198
- End Page
- 221
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/48888
- DOI
- 10.1080/1062726X.2021.1888734
- ISSN
- 1062-726X
1532-754X
- Abstract
- This study explores the impact of organization-public relationships (OPRs) and issue-related situational factors on publics' intention to participate in CSR campaigns, based on relationship management theory and the situational theory of problem-solving (STOPS). We surveyed 698 respondents living in the United States about two CSR campaigns, one focused on girls' empowerment and one on deforestation. The results showed that situational motivation and OPRs were strongly and directly related to publics' participation intention for both CSR campaigns. Only two situational perceptions - constraint recognition and involvement recognition - were indirectly related to publics' participation. We discuss the theoretical implications of these findings.
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Collections - College of Business & Economics > Department of Advertising and Public Relations > 1. Journal Articles
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