Date of Award

May 2018

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

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