Communication frames and beneficiary engagement in corporate social initiatives: Evidence from a randomized controlled trial in France

Rodolphe Durand and Marieke Huysentruyt

Strategic Management Journal, 2022, vol. 43, issue 9, 1823-1853

Abstract: Research Summary This article asks how distinct communication frames used by corporate social initiatives (CSIs) affect beneficiary engagement, specifically their reach vis‐à‐vis disadvantaged groups. Through a unique randomized field experiment in France, we assess the effectiveness of a series of communication frames on beneficiaries' decisions to enroll and use the social goods provided. Our results show that empathy‐ and simplicity‐oriented frames significantly increase program enrollment and utilization rates relative to other strategies, notably the widely used charity frame. We find that none of the tested communication frames raised take‐up by nonnative French beneficiaries, and only the empathy frame augmented the response of the very poor. Our work opens new research directions for strategic management studies on CSIs, communication frames, inclusion and social outcomes. Managerial Summary Many corporate social initiatives (CSIs) launch large information campaigns to raise awareness about the social goods they provide. Findings from a field experiment reveal that the communication frames that CSIs deploy matters. Communication that expresses empathy (how the CSI understands and cares about its target beneficiaries) or presents simple information (what the CSI does) is far more effective at raising take‐up than communication frames that emphasize what for (why) and the charitable identity (who) about the CSI. However, results also reveal that foreigners and the economically most disadvantaged beneficiaries responded the least to these communication frames. This suggests that more is needed to effectively raise take‐up by these subgroups. Our work speaks to strategy researchers and practitioners interested in CSIs, communication frames, and social inclusion.

Date: 2022
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