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Analysis of Causal Model Attributes of Model Affects to Corporate Attitudes in CSR Advertising: Message authenticity mediation effect

CSR광고의 모델속성이 기업태도에 미치는 인과모형분석: 메시지 진정성 매개효과

  • Kim, Nami (Dept. of Advertising and Public Relations, Namseoul University) ;
  • Yu, Seung Yeob (Dept. of Advertising and Public Relations, Namseoul University)
  • 김나미 (남서울대학교 광고홍보학과) ;
  • 유승엽 (남서울대학교 광고홍보학과)
  • Received : 2018.03.27
  • Accepted : 2018.06.20
  • Published : 2018.06.28

Abstract

In this study, we investigated whether the model attributes of CSR ads (value addition, attractiveness, expertise, trustworthiness) affect the attitude of the company. We also examined the mediating role of message authenticity in the model attributes and corporate attitudes of CSR advertisements. The results of the study are as follows. First, the value addition, attractiveness, and reliability of the CSR advertising model have a positive effect on the message authenticity of the CSR advertisement. Second, the attractiveness and expertise of the CSR advertising model have a positive effect on the attitude of the company. Third, the effects of the CSR advertising model on the value addition, attractiveness, and reliability are completely mediated by the message authenticity of the CSR advertisement. The results of this study suggest that it is effective to select the models with value addition, attractiveness, and expert image when producing CSR advertisements.

Keywords

CSR advertisement;Model attribute;Message authenticity;Corporate attitude;CSR advertisement effect

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