The Impact of Corporate Social Responsibility Information Richness on Trust

Abstract

Corporate Social Responsibility (CSR) is a concept that describes the relationship between 
company  and society. The way a company portrays corporate ethics and social initiatives can 
evoke strong positive reactions among consumers. The emergence of Internet creates a new 
communicating culture and gives an idea for a company to deliver their CSR message. Apply
ing Media Richness Theory (MRT) in CSR message is believed could facilitate trust among 
consumer. Thus, this study aims to examine the impact of different level of CSR information 
richness with consumers trust towards the company. This study divides trust into three compo
nents that are competence, benevolence and integrity. An experimental design consisting of 
different levels of CSR information is selected (rich CSR information, lean CSR information 
and no CSR information as a control condition). The finding shows that rich CSR information 
has impacted on competence and integrity but not on benevolence. Result from this study is 
believed can assist companies in setting up their CSR communicating strategy in engaging con
sumers’ trust.