When Culture Meets CSR Communication: The Interaction of Culturally Framed CSR Messages and Individual-Level Intercultural Sensitivity Scores on Employees’ Affective Organisational Commitment.
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2025-08-31
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en
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This thesis investigated how culturally framed corporate social responsibility (CSR) messages influence employees' affective organisational commitment (AOC) and whether this relationship is moderated by intercultural sensitivity (IS) scores on an individual level. The study applied a 2x2 experimental design in which employees were exposed to either an individualistic or collectivistic CSR message and subsequently assessed on their AOC and IS levels. While no significant main or interaction effects were found, the study highlights the importance of organisational context, message design, and individual cultural traits in shaping employees' responses to CSR communication from their organisations. These findings contribute to the literature by experimentally testing the underexplored concept of interculturally integrated CSR communication.
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