Corporate Social Responsibility in Korea: How to Communicate Global Issues to Local Stakeholders

This paper examines how to get support and legitimation for global environmental CSR campaigns from local and domestic stakeholders using construal level theory. The paper develops communication strategies to enhance the persuasiveness of CSR campaigns. A survey was with 252 young adults in eight experimental groups. We argue that there exists a certain distance toward every CSR topic perceived by individuals and that each matches better with either desirability or feasibility message framing. The results show that desirability messages have a greater power of persuasion in a CSR campaign that yields consequences in a distant time and place, whereas feasibility messages have a greater persuasive power in a campaign that yields relatively immediate results in a nearby place. We propose some recommendations for businesses on how to apply the findings to a practical CSR message design in order to improve the persuasiveness of global CSR campaigns. Copyright (C) 2014 John Wiley & Sons, Ltd and ERP Environment