How do CSI and CSR perceptions affect word of mouth recommendations? The role of trust, distrust, and moral norms
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 23 August 2023
Issue publication date: 23 November 2023
Abstract
Purpose
This paper has a twofold objective: (1) to examine how trust and distrust mediate the relationship between corporate social responsibility (CSR) and irresponsibility (CSI) perceptions and word of mouth recommendations; and (2) to show that moral norms moderate this mediating relationship.
Design/methodology/approach
Two experimental studies test the proposed model. Study 1 performs a single-factor experiment with three levels of corporate social responsibility (positive, neutral, negative) to test the mediation hypothesis (N = 180, 66% females, mean age = 22.3). Study 2 validates the mediation findings and examines the role of moral norms as moderators (N = 240, 50% females, mean age = 39.5).
Findings
Study 1 reveals that trust in the company partially mediates the effects of CSR on word of mouth (WOM) recommendations. Study 2 shows that consumers who adhere to higher moral standards follow distinct paths to negative WOM. Specifically, these consumers tend to spread negative comments when they expect the firm to behave irresponsibly. When unsure about future corporate behaviour, they are less likely to spread negative WOM.
Originality/value
This is the first study, to the authors' knowledge, to demonstrate how moral norms shape the effects of distrust in the corporate culprit on word of mouth recommendations. Accordingly, this research proves that conceptualising trust and distrust as separate constructs is useful in explaining consumer reactions to corporate social irresponsibility.
Keywords
Acknowledgements
The study was supported by a grant from National Science Centre, Poland, no. 2018/31/B/HS4/00385.
Citation
Zasuwa, G. and Stefańska, M. (2023), "How do CSI and CSR perceptions affect word of mouth recommendations? The role of trust, distrust, and moral norms", Corporate Communications: An International Journal, Vol. 28 No. 6, pp. 905-923. https://doi.org/10.1108/CCIJ-11-2022-0139
Publisher
:Emerald Publishing Limited
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