The impact of claim diagnosticity on consumer scepticism to corporate social responsibility advertising claims (original) (raw)

This study investigates the role of claim diagnosticity in shaping consumer scepticism toward corporate social responsibility (CSR) advertising. It explores how varying levels of information specificity about a firm's CSR commitment and related social topics influence consumer trust in CSR claims. Through an experimental approach, the research finds that while detailed information about a firm's CSR commitment significantly reduces scepticism, general social topic information does not have the same effect. Resulting insights contribute to understanding consumer engagement with CSR advertising and offer strategies for marketers.