The paper "Corporate Social Responsibility, Media Effects on Public Opinion about the Enlargement of the EU" is a perfect example of a management annotated bibliography. David & Kline (2006) have a focus majorly on the role of corporate social responsibility (CSR) and corporate identity on consumers’ purchase intentions. In this regard they propose a model detailing a dual-process relationship whose focus is on purchasing intention. The article is emphatic on the duality of CRS and corporate identity, as well as familiarity of consumers of with organization’ s CSR activities which is factored-in as an indicator of publicity effectiveness.
The concept of duality, relatively extensively enshrined in the paper, is developed through a range of steps. The article firstly focuses on the duality of corporate identity. In this, the diversity of its effects are presented, specific to various audiences. The difference between marketing and public relations are presented under the tenets of corporate expertise and CSR. Using extensive theoretical on concepts above, the article posits the dual-process model suggesting that CSR has effects on corporate identity dimensions, thereby influencing purchase intention. In view of this paper, there are two variables: corporate identity and purchasing intention.
However, the article provides very scarce information on the dependent variable- purchasing intention. Research questions To test the suggested model, the article focuses on the effect of CSR activities on both dimensions of corporate identity and the resultant effect of the latter on purchasing intention. It also seeks to identify the type of relationship between CSR practices and purchase dimensions and thus delineate the dynamics of the relationship amongst CSR, identity and purchasing intentions. The research is based on five corporations: Nike, Microsoft, Exxon, Wendy’ s and Phillip Morris.
The article provides the rationale behind this choice. Research methodology, sampling and data validity Based on the five corporations used, the research methodology is surveyed. It seeks qualitative data to explain the relationship between the components. However, the article does not indicate this. Being correlational, the survey is justifiable providing a wide range of data. The article uses a non-probability method to select 395 students enrolled in communication classes. In the critique’ s position, this is a convenience sample which may not be objective for generalization.
Additionally, out of the total, only 176 responses are valid from online questionnaires. The sample may also provide skewed responses, given their exposure to communication concepts. Additionally, the focus on purchasing intentions would require that an elder population is selected that can respond adequately to the purchasing behaviors. Data value and results presentation To ensure data validity, the article provides procedures used. scales and measures were developed from scales in other literature. As such, data was validated differently and independently as per the tested part of the model. This on the tenets of validity, credibility and reliability.
Results are presented in two-folds. CSR effects on corporate identity are first reported after which a path analysis is done. This is central to testing the hypothesized model. Path analysis is specified to individual corporates selected.
David, P. & Kline, S., 2006. Corporate Social Responsibility, practices, corporate identity and purchase intention: A dual-process model. Journal of Public Relations research, 17(3), pp. 291-313.
De Vreese, C. & Boomgaarden, H., 2006. Media effects on public opinion about the enlargement of the European Union. JCMS, 44(2), pp. 419-436.
Grunig, L., 1992. Matching public relations research to the problem: Conducting a special focus group. Journal of public relations research, 4(1), pp. 21-43.