|This paper identifies the variables to why the effectiveness of CSR when introducing new products and services is different based on choice of communication channels; PR and advertising. This study was achieved by means of a questionnaire of 119 students at Norwegian School of Economics and Business Administration.
Previous empirical studies have revealed that the choice of communication channel can present different effects to consumers, and it is established that PR has a stronger effect than advertising.
This research provides evidence of why PR has larger effects than advertising. Unlike advertising, PR evokes less perceived strategic motivation. Less strategic motivation increases company trustworthiness. More trust in a company results in higher intentions for consumers to search more information about the company, higher inclusion in consideration set, more likelihood to visit, and higher intentions to buy.