The effects of firms' advertising disclosures as a reflection of CSR practices on consumer responses

Purpose – This research aims to probe the relevance of CSR by testing the relations among consumers' attitudes toward firms' advertising disclosures, attitudes toward CSR practices, perceived trust toward firms, attitudes toward firms, and behavioral intentions. Design/methodology/approach – This study uses an online survey with a convenient sampling consisting of college students. In particular, this study uses mobile phone companies' advertising disclosures in general as the focus of its survey questions. Findings – The results reveal that consumers' positive attitudes toward firms' advertising disclosures enhance their attitudes toward firms' CSR practices and perceived trust toward firms, whereas consumers' attitudes toward CSR practices mediate the effect of their attitudes toward advertising disclosures on enhancing their perceived trust toward firms. Moreover, consumers' attitudes toward firms mediate the effect of their perceived trust toward firms on enhancing their behavioral intentions. Practical implications – Despite the inherent limitations of this study, which have to be confirmed in future research, the results may encourage firms to practice their advertising disclosures responsibly. Moreover, the results of this study may help investigate the extent to which firms may benefit from reinforcing their advertising disclosures. Originality/value – This paper adds value to the existing literature on CSR and promotes the effective management of socially responsible business through implementing more responsible advertising practices.