Integrated CSR Advertising: With a Spec...

Corporate Social Responsibility (CSR) is becoming ever more important
in today’s business world. For consumers, the knowledge that a company engages
in CSR is increasingly a crucial factor in their decision-making. However, for
consumers to know about CSR activities, it requires that companies communicate
about their engagement to their stakeholders. Advertising is but one means of
communicating CSR efforts. In the academic literature, CSR advertising has
received disproportionally little attention, in comparison to the bulk of CSR literature.
This chapter provides a review of the current literature dealing with the topic
of CSR advertising, with a special focus on intercultural CSR advertising. Qualitative
and quantitative studies have been conducted in this area, with the majority of
quantitative studies involving experiments. Directions for further research are
provided, as significant research gaps in the area of CSR advertising, and in
particular in the area of integrated and intercultural CSR advertising, exist.