Date of Award
May 2018
Degree Type
Thesis
Degree Name
Master of Science (MS)
Department
Public Relations
Advisor(s)
Joon Soo Lim
Subject Categories
Social and Behavioral Sciences
Abstract
This thesis explores the attitudes and perceptions held by Generation Z regarding a brand or brand’s corporate social responsibility (CSR) communication efforts. This thesis uses the stakeholder theory, relationship management theory, ethical consumerism and corporate reputation theory to frame the importance of brand’s understanding how to effectively communicates CSR to its stakeholders. This study evaluates variables including progressive values, diversity, pro-social behaviors, attitude toward a brand, perceived credibility, ulterior motives, commitment, perceived trust, word of mouth intentions, purchase intentions. This study will also examine how the influence of CSR communication efforts varies within Gen Z depending on gender, race and political ideologies. This thesis then frames current characteristics of Gen Z with their involvement levels of CSR.
Access
Open Access
Recommended Citation
Uche, Sharon, "Generation Z and Corporate Social Responsibility" (2018). Theses - ALL. 226.
https://surface.syr.edu/thesis/226
