Tính xác thực trong truyền thông CSR: Khái niệm, vai trò va gợi ý cho doanh nghiệp

As the public sets increasingly stringent standards and expresses growing skepticism toward cor porate social responsibility (CSR), authenticity in CSR communication has become ever more important. This article clarifies the role of authenticity in CSR communication as measured through public perceptions across three principal dimensions: truthfulness, consistency, and reflection of internal identity. Theoretical and empirical evidence from domestic and international studies indicates that authenticity in CSR commu nication exerts influence in three major respects: strengthening public trust; promoting supportive behaviors such as purchase intention and brand loyalty; and generating positive impacts on corporate reputation and performance. The article also presents fundamental recommendations to help businesses enhance the au thenticity of their CSR communication.