At a time when corporations are facing increasing pressures to devise and implement corporate social responsibility (CSR) programs and deal with societal issues, The Trust Factor: Communicating Corporate Social Responsibility explores theoretical frameworks and practical applications for creating trust between organizations and key stakeholders. By examining the effects of corporate social responsibility on social media engagement and purchase intention, Kristie Byrum navigates "who" should carry the CSR message and offers guidance on appropriate channels for communication. Byrum provides a robust communication model that considers the delicate value of trust in the context of corporate social responsibility communication and delivers insights regarding how organizations can plan and execute corporate communications approaches that consider the appropriate source and channel. Scholars of communication, public relations, and leadership will find this book of particular interest.