Abstract: In the context of corporate social responsibility (CSR) communication, we explore whether consumer perceptions and responses differ when the message content is based on storytelling or exposition. The conceptual model that we propose in the article includes five attributes of CSR message content (i.e., issue importance, CSR impact, CSR motives, CSR fit, and CSR commitment) and their relationships to two types of consumer responses (i.e., purchase and advocacy). We collected data from 444 participants who evaluated the website of a fictitious restaurant chain that included information about its CSR activities using (a) storytelling or (b) expositive CSR messages. The findings suggest that the use of storytelling notably improves perceptions of issue importance, CSR impact, CSR fit, and CSR commitment. On the contrary, the type of CSR message does not differentiate consumer perceptions of corporate CSR motives. The use of storytelling or an expositive CSR message also has a significant impact on the conceptual model, with consumers responding more or less intensively to each attribute of the CSR message content depending on the type of message they are exposed to.
