Does Effective CSR Communication Influence WoM Intention among Younger Generations in Beauty and Personal Care Products?: The Mediating Effects of Skepticism and Brand Authenticity


  • Lokweetpun Suprawan Mahidol University International College


CSR Communication, Skepticism, Brand Authenticity, Word-of-Mouth Intention


With the crisis of the pandemic, many industries are affected and the beauty and personal care product sector is no exception. Even during this situation, many companies continue communicating about their involvement in CSR activities. Therefore, this study aims to investigate CSR communication and CSR-CA beliefs on various effects including CSR skepticism, brand authenticity, and word-of-mouth intention from younger generations regarding the message from beauty and personal care product companies.   Samples of 250 were collected and examined all hypothesized relationships using structural equation modeling.  It was found that CSR communication and CSR-CA beliefs have significant direct effects on CSR skepticism and brand authenticity.  As for the mediating role, brand authenticity was found to have an indirect effect on the relationship between CSR communication and word-of-mouth intention, whereas the mediating role of CSR skepticism was not found.


Download data is not yet available.


Alhaddi, H. (2015). Triple bottom line and sustainability: A literature review. Business and Management Studies, 1(2), 6-10.

Arli, D., van Esch, P., Northey, G., Lee, M. S. W., & Dimitriu, R. (2019). Hypocrisy, skepticism, and reputation: the mediating role of corporate social responsibility. Marketing Intelligence & Planning, 37(6), 706-720. doi:10.1108/MIP-10-2018-0434

Arya, V., Verma, H., Sethi, D., & Agarwal, R. (2019). Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment. IIM Kozhikode Society & Management Review, 8(2), 87-103. doi:10.1177/2277975219825508

Bangkok Post. (2021). Unilever Launches EUDG Campaign in Thailand to Show a Simple Way to Do Good. Retrieved from February 19th, 2022.

Baron, R. M., & Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.

Bartikowski, B., & Berens, G. (2021). Attribute framing in CSR communication: Doing good and spreading the word – But how? Journal of Business Research, 131, 700-708. doi:

Beverland, M. (2006). The ‘real thing’: Branding authenticity in the luxury wine trade. Journal of Business Research, 59(2), 251-258.

Bhaduri, G., Jung, S., & Ha-Brookshire, J. E. (2021). Effects of CSR Messages on Apparel Consumers’ Word-of-Mouth: Perceived Corporate Hypocrisy as a Mediator. Clothing and Textiles Research Journal, 0887302X211055984. doi:10.1177/0887302X211055984

Bruhn, M., Schoenmüller, V., Schäfer, D., & Heinrich, D. (2012). Brand authenticity: Towards a deeper understanding of its conceptualization and measurement. Advances in consumer research, 40, 567-576.

Carroll, A. B. (1979). A Three-Dimensional Conceptual Model of Corporate Performance. Academy of Management Review, 4(4), 497-505.

Carroll, A. B. (1991). The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders. Business Horizons, 34(4), 39-48.

Carroll, A. B. (1998). The Four Faces of Corporate Citizenship. Business and Society Review, 100(1), 1-7.

Cho, S. J., Chung, C. Y., & Young, J. (2019). Study on the Relationship between CSR and Financial Performance. Sustainability, 11(2), 343.

Coombs, W. T., & Holladay, S. J. (2012). Managing corporate social responsibility: A communication approach: John Wiley & Sons.

Davis, K., & Blomstrom, R. L. (1975). Business and Society: Environment and Responsibility (3rd ed.). New York: McGraw-Hill.

de Pechpeyrou, P., & Odou, P. (2012). Consumer Skepticism and Promotion Effectiveness. Recherche et Applications en Marketing (English Edition), 27(2), 45-69. doi:10.1177/205157071202700203

Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International journal of management reviews, 12(1), 8-19.

Dwivedi, A., & McDonald, R. (2018). Building brand authenticity in fast-moving consumer goods via consumer perceptions of brand marketing communications. European Journal of Marketing, 52(7/8), 1387-1411. doi:10.1108/EJM-11-2016-0665

Faul, F., Erdfelder, E., Buchner, A., & Lang, A.-G. (2009). Statistical power analyses using G*Power 3.1: Tests for correlation and regression analyses. Behavior Research Methods, 41(4), 1149-1160. doi:10.3758/BRM.41.4.1149

Frederick, W. C. (1994). From CSR1 to CSR2: The Maturing of Business-and-Society Thought. Business & Society, 33(2), 150-164.

Freeman, R. E. (1984). Strategic Management: A Stakeholder Approach. Boston: Pitman.

Gallardo-Vázquez, D., Valdez-Juárez, L. E., & Castuera-Díaz, Á. M. (2019). Corporate social responsibility as an antecedent of innovation, reputation, performance, and competitive success: A multiple mediation analysis. Sustainability, 11(20), 5614.

Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31(2), 296-312.

Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective (7th ed.). Upper Saddle River: Pearson Education, Inc.

Ham, C.-D., & Kim, J. (2020). The effects of CSR communication in corporate crises: Examining the role of dispositional and situational CSR skepticism in context. Public Relations Review, 46(2), 101792. doi:

Handler, R., & Saxton, W. (1988). Dyssimulation: Reflexivity, narrative, and the quest for authenticity in “living history”. Cultural Anthropology, 3(3), 242-260.

Hillenbrand, C., Money, K., & Ghobadian, A. (2013). Unpacking the mechanism by which corporate responsibility impacts stakeholder relationships. British Journal of Management, 24(1), 127-146.

Holt, D. B. (2002). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding. Journal of Consumer Research, 29(1), 70-90.

Javed, M., Rashid, M. A., Hussain, G., & Ali, H. Y. (2020). The effects of corporate social responsibility on corporate reputation and firm financial performance: Moderating role of responsible leadership. Corporate Social Responsibility and Environmental Management, 27(3), 1395-1409.

Kang, J. A., Hong, S., & Hubbard, G. T. (2020). The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention. Journal of Consumer Behaviour, 19(1), 47-56.

Kim, S. (2019). The process model of corporate social responsibility (CSR) communication: CSR communication and its relationship with consumers’ CSR knowledge, trust, and corporate reputation perception. Journal of Business Ethics, 154(4), 1143-1159.

Kim, S., & Ferguson, M. A. T. (2018). Dimensions of effective CSR communication based on public expectations. Journal of Marketing Communications, 24(6), 549-567.

Kim, S., & Rim, H. (2019). The Role of Public Skepticism and Distrust in the Process of CSR Communication. International Journal of Business Communication, 2329488419866888. doi:10.1177/2329488419866888

Kotler, P., & Lee, N. (2005). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. New Jersey: John Wiley & Sons, Inc.

L'Oreal. (2020). L'Oreal 2020 Annual Report. Retrieved from February 19th, 2022.

Lee, K. (2020). Consumer skepticism about quick service restaurants’ corporate social responsibility activities. Journal of Foodservice Business Research, 23(5), 417-441.

Markovic, S., Iglesias, O., Qiu, Y., & Bagherzadeh, M. (2021). The CSR Imperative: How CSR Influences Word-of-Mouth Considering the Roles of Authenticity and Alternative Attractiveness. Business & Society, 00076503211053021. doi:10.1177/00076503211053021

Mohr, L. A., Eroǧlu, D., & Ellen, P. S. (1998). The development and testing of a measure of skepticism toward environmental claims in marketers' communications. Journal of consumer affairs, 32(1), 30-55.

Moreno, F., & Kang, J. (2020). How to alleviate consumer skepticism concerning corporate responsibility: The role of content and delivery in CSR communications. Corporate Social Responsibility and Environmental Management, 27(6), 2477-2490.

Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of consumer psychology, 25(2), 200-218. doi:

Morsing, M., & Schultz, M. (2006). Corporate social responsibility communication: stakeholder information, response and involvement strategies. Business Ethics: A European Review, 15(4), 323-338. doi:

Morsing, M., & Spence, L. J. (2019). Corporate social responsibility (CSR) communication and small and medium sized enterprises: The governmentality dilemma of explicit and implicit CSR communication. Human Relations, 72(12), 1920-1947. doi:10.1177/0018726718804306

Nunes, J. C., Ordanini, A., & Giambastiani, G. (2021). The Concept of Authenticity: What It Means to Consumers. Journal of Marketing, 85(4), 1-20. doi:10.1177/0022242921997081

Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric Theory (3rd ed.). New York: McGraw-Hill.

Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of consumer psychology, 7(2), 159-186.

Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(3), 418-430.

Ragas, M. W., & Roberts, M. S. (2009). Communicating corporate social responsibility and brand sincerity: A case study of Chipotle Mexican Grill's ‘Food with Integrity’program. International Journal of Strategic Communication, 3(4), 264-280.

Rahman, M. S., Das, S., Hossain, G. M. S., & Tajrin, T. (2021). Teenagers’ behavioural intention towards wearable technologies and intention to recommend others: an empirical study in Bangladesh. Journal of Science and Technology Policy Management, ahead-of-print(ahead-of-print). doi:10.1108/JSTPM-05-2020-0088

Sen, S., & Bhattacharya, C. B. (2001). Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility. Journal of Marketing Research, 38(2), 225-243.

Sinha, N., Sachdeva, T., & Yadav, M. P. (2018). Investigating relationship between corporate social responsibility and financial performance using structural equation modelling. Management and Labour Studies, 43(3), 175-191.

Stern, B. (1996). Clarifying the construct: What is authenticity. Advances in Consumer Research, Jg, 23, 392-393.

United Nations Development Programme. (2022). What are the Sustainable Development Goals? Retrieved from February 24th, 2022.

Wartick, S. L., & Cochran, P. L. (1985). The Evolution of the Corporate Social Performance Model. Academy of Management Review, 10(4), 758-769.

Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24(3), 258-270.

Yang, H., Yu, J., Zo, H., & Choi, M. (2016). User acceptance of wearable devices: An extended perspective of perceived value. Telematics and Informatics, 33(2), 256-269. doi:

Zhigang, W., & Haoming, Z. (2020). Consumer response to perceived hypocrisy in corporate social responsibility activities. Sage Open, 10(2), 2158244020922876.




How to Cite

Suprawan, L. (2022). Does Effective CSR Communication Influence WoM Intention among Younger Generations in Beauty and Personal Care Products?: The Mediating Effects of Skepticism and Brand Authenticity. Journal of Business Administration The Association of Private Higher Education Institutions of Thailand, 11(1), 139–158. Retrieved from



Research Articles