Companies communicate corporate social responsibility (CSR) to stakeholders to build relationships and enhance their image. However, doubts about the reliability of CSR communication undermine public trust and thus hinder the effectiveness of corporate communication. Therefore, researchers and practitioners should seek an approach to address disclosure credibility issues and alleviate related concerns. Drawing on media richness theory, this study attempts to investigate the potential capability of the virtual world in designing a visual cue (i.e., video) to enhance individuals' focused attention and perceived source credibility and ultimately increase individuals' perceived trust in the firm. The results of this study will provide insight into the role of new technologies, such as virtual reality, in changing the way CSR messages are communicated, and in doing so, may have a beneficial impact on the sustainable development of society and the environment.
WANG, Runyu; Siau, Keng Leng; and Zhang, Zili, "Visual Cues in Online Corporate Social Responsibility Communication" (2023). PACIS 2023 Proceedings. 148.
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