Exploring the Impacts of Leader Motivating Language in Internal CSR Communication: Insights From China and the U.S.

Abstract

This research highlights the value of leader linguistic skills in internal CSR communication. Drawing upon the Motivating Language Theory (MLT), this study examines how leader motivating language (ML) in CSR affects employee job satisfaction and CSR engagement in social media, the mediating effects through organizational caring climate in these relationships, and how such relationships vary in different national contexts. Findings from two surveys launched in China (N = 461) and the U.S. (N = 402) reveal that leaders’ use of ML in CSR communication has positive effects on employees’ perceived organizational caring climate, which, in turn, leads to increased employee job satisfaction and CSR engagement in social media. The direct effect of leader ML in CSR on employee CSR engagement in social media is more salient in the U.S. sample, while the mediating effects of organizational caring climate are significant in both samples but stronger among Chinese participants. Our research underscores the importance of linguistic skills in leader-to-employee CSR communication and offers culture-relevant evidence to guide strategic internal CSR communication.