The novel coronavirus 2019 (COVID-19) pandemic provided new and various opportunities for corporate social responsibility (CSR) activities. This study intended to compare three types of CSR activities – product development, in-kind donation and CSR commercial – undertaken by two companies – Nike, Inc. and The Coca-Cola Company in response to the pandemic. The purpose of this study was to investigate how CSR activity type and their attributes affected effectiveness.
This study used an experiment using a 3 (CSR activity type) × 2 (company) mixed factorial design. CSR activity type was a between-subjects factor, and company was a within-subjects factor. The attributes of dynamism and innovativeness, corporate image, brand equity and social media sharing likelihood were dependent variables.
The findings underscored the importance of CSR activity type and their attributes of dynamism and innovativeness in the effects on corporate image and brand equity. Product development and in-kind donation, which were perceived as more dynamic than CSR commercial, resulted in more desirable corporate images. Product development, which was perceived as more innovative than in-kind donation and CSR commercial, did not result in greater brand equity than in-kind donation, but resulted in greater brand equity than CSR commercial. The CSR activity type and their attributes did not affect social media sharing likelihood. Differences in content modes could be considered.
This study advanced the knowledge on the effectiveness of CSR activities by comparing CSR activity types varying in dynamism and innovativeness in the context of a public health crisis that caused unprecedented societal changes and challenges.
