Paper Title
When the Going Gets Tough, Do the Tough Keep Giving? Advertising Corporate Social Responsibility During a Recession
Start Date
14-7-2011 3:15 PM
End Date
14-7-2011 5:15 PM
Description
The recent recession represents an important opportunity to examine the commitment of practitioners to corporate social responsibility (CSR). Through a content analysis of mainstream magazines over a period of four years, the authors find that while the overall proportion of CSR-related advertisements has marginally increased during the recession, the content itself and the types of CSR activities have in fact changed significantly. For example, practitioners have opted to include CSR-related messages within more traditional messages while also focusing on socially responsible product attributes that provide increased functional benefits to consumers during the recession.
COinS
When the Going Gets Tough, Do the Tough Keep Giving? Advertising Corporate Social Responsibility During a Recession
The recent recession represents an important opportunity to examine the commitment of practitioners to corporate social responsibility (CSR). Through a content analysis of mainstream magazines over a period of four years, the authors find that while the overall proportion of CSR-related advertisements has marginally increased during the recession, the content itself and the types of CSR activities have in fact changed significantly. For example, practitioners have opted to include CSR-related messages within more traditional messages while also focusing on socially responsible product attributes that provide increased functional benefits to consumers during the recession.