Managing CSR Crises: The Moderating Role of Communication Timing in Shaping Organizational Attractiveness and CSR Image Perception

Abstract

This study examines the influence of the nature of a CSR crisis (economic vs. environmental) and the timing of communication (proactive vs. reactive) on a company's CSR image and organizational attractiveness. The experimental results reveal no significant difference between a CSR crisis of economic or environmental origin. However, the timing of communication plays a decisive role. Reactive communication, particularly during economic crises, proves more effective in preserving the CSR image and maintaining the organization's attractiveness. These results call into question the idea that proactive communication is systematically preferable. They emphasize that the sincerity and transparency perceived in a reactive response can be a strong signal of responsibility. Conversely, proactive communication that is not directly linked to the crisis may be perceived as less credible, or even ineffective.

Keywords: CSR Engagement, organizational attractiveness, CSR image, Communication, CSR crisis

DOI: 10.7176/EJBM/17-7-06

Publication date:August 31^st 2025