What do Chinese Consumers Expect for CSR Communication? Focusing on Communication Source, Media Channels, and Content Preferences

• In Event: Interventions of Strategic Communication and Public Relations in China

Abstract

Through two representative surveys—one in Beijing the other in Hong Kong—this research empirically examines the culturally-relevant dimensions of corporate social responsibility (CSR) communication in the context of China and investigates what Chinese consumers expect for CSR communication such as communication content, media channels, and sources. The study identifies one unique dimension of CSR communication in China as being the government involvement dimension. Other dimensions identified include general CSR information, factual tone, transparency, and personal relevance. Chinese consumers are found to prefer non-corporate sources and uncontrolled media channels to corporate-controlled sources and channels. The study also identifies differences between Beijing and Hong Kong consumers regarding their expectations of CSR communication. The study offers a basis for developing a culturally relevant theoretical framework of CSR communication, as it identifies the significant dimensions of such communication from a stakeholder-centric perspective in the context of China.

Authors

• Sora Kim, The Chinese U of Hong Kong

• Yingru Ji, The Chinese U of Hong Kong