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Looking beyond active publics: how public segmentation moderates country-of-origin animosity and CSR impact in multinational CSR communication

Corporate Communications: An International Journal 1–24.

https://doi.org/10.1108/CCIJ-03-2025-0059

Published: 05 September 2025

...Baobao Song Purpose Drawing on Grunig’s situational theory of publics and the corporate social responsibility (CSR) communication framework by Du and colleagues, this study investigates how public segment memberships function as a stakeholder contingency factor to interact with the CSR initiative...

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