A1 Journal article (refereed)
Does Culture Matter? : Measuring Cross-Country Perceptions of CSR Communication Campaigns about COVID-19 (2022)

Colleoni, E., Romenti, S., Valentini, C., Badham, M., Choi, S. I., Kim, S., & Jin, Y. (2022). Does Culture Matter? : Measuring Cross-Country Perceptions of CSR Communication Campaigns about COVID-19. Sustainability, 14(2), Article 889. https://doi.org/10.3390/su14020889

JYU authors or editors

Publication details

All authors or editorsColleoni, Elanor; Romenti, Stefania; Valentini, Chiara; Badham, Mark; Choi, Sung In; Kim, Sungsu; Jin, Yan

Journal or seriesSustainability


Publication year2022

Publication date13/01/2022


Issue number2

Article number889

PublisherMDPI AG

Publication countrySwitzerland

Publication languageEnglish


Publication open accessOpenly available

Publication channel open accessOpen Access channel

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/79821


The COVID-19 pandemic has brought several challenges to businesses and societies. In response, many corporations have supported local communities and authorities in the management of the pandemic. Although these initiatives, which can be considered forms of corporate social responsibility (CSR), were highly coupled with explicit CSR communication campaigns, little is known about whether these campaigns were effective. Previous research indicates that culture can shape people’s perceptions of CSR initiatives and communications, suggesting that businesses pay attention to careful consideration of cultural norms for effective CSR communication. However, the COVID-19 pandemic as a new CSR setting may challenge earlier findings. This study empirically investigates whether three cultural factors (individualism/collectivism, uncertainty avoidance, and power distance) affect public perceptions measured as recall of and favorability towards corporate COVID-19 response initiatives across six countries. Findings from a representative survey of adults across these countries show that respondents in individualistic and collectivistic countries recall these CSR communication campaigns about these corporate COVID-19 response initiatives quite differently, and these are related to differences in power distance and uncertainty avoidance. However, no difference was found in overall corporate favorability, indicating that cultural factors did not affect levels of favorability towards such initiatives. This, we argue, can be explained by the global dimension of the COVID-19 pandemic, which is the context of these CSR initiatives. This study contributes to CSR communication literature with empirical findings from a global pandemic setting. It offers businesses and managers empirical grounds to understand the communicative impact of COVID-19 response initiatives, which can inform future CSR actions.

Keywordscorporate responsibilitysocial responsibilityCOVID-19corporate communicationspublic imagecultural differencesinternational comparison

Free keywordsCSR communication; culture, cultural factors; strategic communication; business in society; COVID-19 pandemic; quantitative analysis

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Ministry reportingYes

Reporting Year2022

JUFO rating1

Last updated on 2024-15-06 at 00:25