Impact of corporate social responsibility strategies on consumer patronage of telecommunication industry: an MTN experience in Enugu state

Materialism has been given great attention in the consumer behavior literature. How materialistic tendencies are shaped by advertising has also been documented. Yet, the impact of consumers’ materialism on their perceptions of ads is not clearly understood. The goal of this research is to examine the relationship between an individual’s materialism and his/her perceptions of various kinds of advertising. Using four specific advertising appeals (i.e., interpersonal, prestige/status, achievement, and appearance-related), attitudes toward the ad, and thoughts elicited by the advertisement were measured and compared across high and low materialism groups. Significant differences were found between respondents from the two groups with respect to the evaluation of each type of appeal. When prestige/status, achievement, and appearance-related appeals were used in advertising, they were evaluated more favorably by consumers with high levels of materialism than by consumers with low levels of materialism. In contrast, advertising that used an interpersonal appeal was viewed more favorably by consumers with low levels of materialism. The results of this research provide implications for marketers on three perspectives: the furthering of our conceptualization of the materialism construct, the design of promotional communication for specific target markets, and the public policy dimension of targeting consumers more vulnerable to certain appeals.

This study examines the relationship between corporate social responsibility (CSR) and earnings management after controlling for endogeneity of CSR. Using a sample of non-financial firms listed on Korean Securities Market between 2002 and 2010, this study finds that ignoring endogeneity biases the estimated relation between CSR and earnings management. Specifically, the results show that the negative and significant relation between CSR commitment and discretionary accruals reported in the previous studies becomes insignificant. However, the negative and significant relation between CSR commitment and real activities manipulation remains significant even when the endogeneity of CSR commitment is taken into account. Therefore, this study provides evidence that proactive CSR engagement significantly affects firm’s practice of real activities manipulation, while it does not affect its practice of discretionary accruals. These results indicate that CSR commitment leads managers to be more responsible in management of operational activities than in accruals management.

Corporate social responsibility (CSR) reporting plays a key role in management control, particularly in light of the increased demand for non-financial reporting after the financial crisis of 2008–2009. This literature review evaluates 47 empirical studies that concentrate on the influence of several board composition variables on the quantity and quality of CSR reporting. The author briefly introduces the research framework that underpins current empirical studies in this field. This is followed by a discussion of the main variables of board composition: (1) committees (audit and CSR committees), (2) board independence, (3) board expertise, (4) CEO duality, (5) board diversity (gender and foreign diversity), (6) board activity, and (7) board size. The author, then, summarizes the key findings, discusses the limitations of the existing research and offers useful recommendations for researchers, firm practice and regulators.