Identifier

etd-04292010-122824

Degree

Master of Mass Communication (MMC)

Department

Mass Communication

Document Type

Thesis

Abstract

This study looked at oil industry employees’ and Nigerians’ perceptions of Exxon Mobil and Shell Oil as socially responsible corporations and the role the two-step flow model of communication plays in shaping these publics’ impressions of the companies. Measures of participants’ perceptions of corporate social responsibility (CSR) were developed using Carroll’s 1971 three-dimensional model of CSR and Ketola’s (2008) holistic model of CSR. This study found that for both companies participants had average to less-than-favorable perceptions of the companies’ socially responsible behavior, according to the various categories of CSR. However, employees were more likely to view the companies more favorably than Nigerians; but, this difference was significant in only a few measures of CSR. This study also found that participants viewed Exxon Mobil as more socially responsible than Shell Oil. The two-step flow model of communication played a significant role in shaping a more positive perception of both companies, especially among Nigerians. Findings from this study can be used to help companies understand their weaknesses and strengths of their CSR campaigns. This study’s findings will help companies like Exxon Mobil and Shell Oil identify tactics for gain a socially responsible image and strengthen community support in antagonistic environments, such as Nigeria.

Date

2010

Document Availability at the Time of Submission

Release the entire work immediately for access worldwide.

Committee Chair

Sanders, Meghan

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