Author ORCID Identifier
Semester
Spring
Date of Graduation
2026
Document Type
Dissertation
Degree Type
DBA
College
Chambers College of Business and Economics
Department
Marketing
Committee Chair
Xinchun Wang
Committee Member
Julian Givi
Committee Member
Jody Crosno
Committee Member
Lixun Su
Abstract
This dissertation explores the strategic role of Corporate Social Responsibility (CSR) in helping small businesses recover from crises, with a specific focus on the COVID-19 pandemic. Different from many traditional studies that highlight the ethical or reputational aspects of CSR, this research will examine its practical effects: how CSR initiatives during crises influence business success by enhancing consumer trust, particularly by examining the differential impact of Internal CSR versus External CSR. The study suggests that, compared with internally focused CSR, external CSR activities will have a greater impact on consumer trust. In addition, the dissertation suggests that this effect is achieved through enhanced consumer perception of CSR authenticity. Furthermore, the study proposes that the effect of CSR type will be reshaped by the information transparency consumers face. Specifically, when consumers perceive lower transparency, which hinders their ability to access information about a firm’s CSR activities, the positive effect of External CSR will be mitigated. This study provides important insights for managers in designing their CSR strategies.
Recommended Citation
Mccoy, Kennadi C., "The Differential Impacts of Internal and External Corporate Social Responsibility Activities on Consumer Trust After COVID-19" (2026). Graduate Theses, Dissertations, and Problem Reports. 13289.
https://researchrepository.wvu.edu/etd/13289
Included in
Advertising and Promotion Management Commons, Business and Corporate Communications Commons, Entrepreneurial and Small Business Operations Commons