An Exploration of Publics' Understandings of Corporate Social Responsibility, Shared Values, and the Pepsi Refresh Campaign

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dc.contributor.advisorToth, Elizabeth Len_US
dc.contributor.authorRaudenbush, Janna Leeen_US
dc.contributor.departmentCommunicationen_US
dc.contributor.publisherDigital Repository at the University of Marylanden_US
dc.contributor.publisherUniversity of Maryland (College Park, Md.)en_US
dc.date.accessioned2011-07-07T05:41:13Z
dc.date.available2011-07-07T05:41:13Z
dc.date.issued2011en_US
dc.description.abstractThis study is an exploratory investigation of corporate social responsibility (CSR) from the publics' perspectives. Using the Pepsi Refresh campaign to provide context, perceptions of CSR, including motivations for and impacts of such efforts, were accessed. Specifically, impact was considered through the lens of stakeholder management theory to determine how the campaign affected views of the corporation's values. This study expands understandings of the Pepsi Refresh campaign's target audience through twenty-six in-depth interviews with young adults. Results suggest young adults conceptualize CSR somewhat differently than other publics, emphasizing the importance of fine-tuned knowledge of specific publics. Many interviewees expressed that they are less influenced by CSR than others, signifying a third-person effect. In addition, corporate gain was noted as significant motivation for CSR. Furthermore, perception of shared values between PepsiCo and the public was limited, suggesting stakeholder management theory should be employed holistically rather than solely through CSR efforts.en_US
dc.identifier.urihttp://hdl.handle.net/1903/11680
dc.subject.pqcontrolledCommunicationen_US
dc.subject.pqcontrolledBusinessen_US
dc.subject.pquncontrolledCorporate Social Responsibilityen_US
dc.subject.pquncontrolledPepsi Refresh Projecten_US
dc.subject.pquncontrolledPublic Relationsen_US
dc.subject.pquncontrolledPublicsen_US
dc.subject.pquncontrolledStakeholder Management Theoryen_US
dc.titleAn Exploration of Publics' Understandings of Corporate Social Responsibility, Shared Values, and the Pepsi Refresh Campaignen_US
dc.typeThesisen_US

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