Examining native CSR advertising as a post-crisis response strategy

Although companies have started to adopt native CSR advertising for crisis communication, no existing research has examined this new phenomenon. To fill the gap, study tested how type and ad identification influence effectiveness of as a post-crisis response strategy. An online experiment was conducted using nationally representative sample U.S. adults. The results indicated that perceived manipulativeness underlying mechanism impaired consumer responses. Crisis affected through consumers’ attributions responsibility values-driven motive. More importantly, significantly attitudes toward advertisement their intention share in victim condition, but not accidental or intentional condition. These findings provide meaningful contributions both practice advertising.