The role of adversting in the legitimization of CSR credentials:Propositions and a conceptual framework

Corporate Social Responsibility communication is an emerging field, with research focusing on corporate social disclosure mainly through websites and corporate reports. However, less is known about CSR advertising and further research is needed. Our paper aims to address this research gap to make a contribution by developing a set of propositions and conceptual framework to explain how corporations publicise their CSR print advertisements to legitimize their CSR actions. This provides future researchers with theorized propositions and framework to test and evaluate in an empirical study of CSR advertisements