Business and Professional Communication Quarterly Mar 2024

The Impact of Company Field Trips and Representative Image on Students’ CSR Knowledge Sharing Intentions

The Anh Phan Eastern International University ; Tran-Thuy-Duong Ninh Eastern International University

Abstract

This study examines the effect of company field trips on Vietnamese university students’ corporate social responsibility (CSR) awareness and their intentions to share CSR-related content. Utilizing pre- and postvisit surveys among 136 students, the research reveals that these trips significantly enhance students’ understanding of CSR, particularly its ethical dimensions, and encourage them to share CSR information through social media and word-of-mouth. The research also finds that the perceived image of the company representative plays a critical role in shaping students’ intentions to disseminate CSR information, with complex interactions affecting their overall CSR perceptions. These findings underscore the importance of field trips in CSR education and suggest that both companies and educational institutions should focus on ethical and legal aspects of CSR communication to maximize its impact.

Journal
Business and Professional Communication Quarterly
Published
2024-03-20
DOI
10.1177/23294906241237721
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Closed
Topics
social media
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Citation Context

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