Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10225070 | Public Relations Review | 2018 | 8 Pages |
Abstract
The concept of indirect reciprocity provides a scientific basis for the strategic value of corporate social responsibility within public relations. In contrast to direct reciprocity, indirect reciprocity occurs when an entity other than the recipient rewards a benevolent actor. Drawing primarily upon research from evolutionary biology and economics, this article builds an interdisciplinary case for the reality and efficacy of indirect reciprocity as a strategic means of building reputation and, consequently, establishing relationships that lead to resource acquisition. It concludes with a call for additional, related explorations of disciplines such as psychology, primatology, and neuroscience.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Charles Marsh,