markdownabstract__Abstract__\ud\udCompanies increasingly communicate about corporate social responsibility (CSR) through interactive online media. We examine whether using such media is beneficial to a company's reputation. We conducted an online experiment to examine the impacts of interactivity in CSR messages on corporate reputation and word-of-mouth intentions. Our findings suggest that an increase in perceived interactivity leads to higher message credibility and stronger feelings of identification with the company, which also boost corporate reputation and word-of-mouth. This result implies that using interactive channels to communicate about CSR can improve corporate reputation. Our results also show that the detrimental impacts of negative user evaluations on corporate reputation are much higher than the favorable impacts of positive evaluations. This finding suggests that, despite the effectiveness of interactive communication channels, firms need to carefully monitor these channels.
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机译：markdownabstract__Abstract __ \ ud \ ud公司越来越多地通过交互式在线媒体交流有关企业社会责任（CSR）的信息。我们研究使用这种媒体是否对公司的声誉有利。我们进行了一项在线实验，以检验CSR消息中的交互性对公司声誉和口碑意图的影响。我们的发现表明，互动性的提高会提高消息的可信度和对公司的认同感，从而提高公司的声誉和口碑。该结果表明，使用交互式渠道进行企业社会责任沟通可以提高企业声誉。我们的结果还表明，负面的用户评价对公司声誉的不利影响远高于正面评价的有利影响。这一发现表明，尽管交互式沟通渠道非常有效，但企业仍需要仔细监控这些渠道。
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