scholarly journals Corporate reputation through strategic communication of corporate social responsibility

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Oyindamola Abiola Ajayi ◽  
Tsietsi Mmutle
Keyword(s):  
South Africa ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Corporate Reputation ◽  
Qualitative Content Analysis ◽  
Communication Strategies ◽  
Theory And Practice ◽  
Content Type ◽  
Csr Communication ◽  
Corporate Social

PurposeThe purpose of this paper is to explore how the communication of corporate social responsibility (CSR) contributes towards a favourable corporate reputation. It explores the communication strategies and channels organisations deemed reputable by stakeholders use to achieve an effective CSR communication.Design/methodology/approachTo achieve this, a qualitative content analysis using the directed approach was conducted on the textual CSR communication materials of ten reputable organisations in South Africa based on the 2018 South Africa Reptrak survey.FindingsResult showed that seven out of ten organisations use both self-serving and society-serving motive in their CSR communication, while the other 3 use only the society serving motive. The informing strategy was also more evident in the CSR communication materials than the interactive strategy. In terms of the communication channels, the study found that organisations mainly utilise controlled channels for CSR communication.Originality/valueThe literature reviewed and the findings of this study reveal a gap between the theory and practice of CSR communication. This drives the need for organisations to research and tailor CSR communication based on stakeholders' unique characteristics and preferences. The paper also contributes to improving the knowledge on the role different CSR communication strategies and channels play in CSR communication.

Corporate social responsibility (CSR) communication via social media sites: evidence from the German banking industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Philipp Schröder
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Banking Industry ◽  
Communication Strategies ◽  
Communication Strategy ◽  
Content Type ◽  
Csr Communication ◽  
Corporate Social ◽  
Symmetrical Communication

PurposeThis study aims to explore how banks practice corporate social responsibility (CSR) communication on two popular social media sites (SMSs), Facebook and Twitter. Furthermore, this study examines CSR communication strategies on SMSs, including the levels of communication direction and communication balance.Design/methodology/approachData were extracted from Facebook and Twitter over a five-year period (2015–2019), and content analysis was performed. The research setting was the German banking industry.FindingsThe results indicate that the number of banks using SMSs to communicate CSR-information increased over time. Although the majority of banks’ messages were not related to CSR, the most-referenced (least-referenced) CSR-theme was “society” (“human rights”). On Facebook, banks employed an interacting CSR communication strategy more often than an informing one when communicating CSR activities; on Twitter banks used a balanced mix of communication strategies. In terms of stakeholder engagement, social media users interacted with banks more frequently on Facebook than on Twitter, and banks made efforts to engage in two-way symmetrical communication.Research limitations/implicationsAlthough the sample comprised the most relevant banks in Germany, it was limited to a single national context. Thus, the results may not be generalizable.Originality/valueThis study makes a significant contribution to the limited literature on banks’ CSR communication via SMSs, provides new empirical evidence on the use of CSR communication strategies and extends prior research on the direction and balance of communication. Recommendations are provided for banking communication practitioners.

An evaluation of corporate social responsibility communication on the websites of telecommunication companies operating in Ghana

2017 ◽  
Vol 15 (01) ◽  
pp. 17-31 ◽  
Author(s):  
Henry Boateng ◽  
Ibn Kailan Abdul-Hamid
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Impression Management ◽  
Qualitative Content Analysis ◽  
Content Type ◽  
Csr Communication ◽  
Corporate Websites ◽  
Telecommunication Companies ◽  
Impression Management Tactics ◽  
Corporate Social

Purpose Corporate social responsibility (CSR) communication on corporate websites have become an emerging trend by firms. Similarly, corporate websites have been used to manage stakeholders’ impressions about the organization. Meanwhile, CSR by firms have been criticized for been a manipulative tactics used by firms. The purpose of this paper therefore is to ascertain how telecommunication companies operating in Ghana communicate CSR on their corporate websites. Design/methodology/approach This study used a qualitative content analysis technique. It also used Bolino et al.’s (2008) impression management framework as the conceptual framework. Data were extracted from the websites of four telecommunication companies operating in Ghana. Data were analyzed using thematic analysis techniques. Findings The results show that the companies use impression management in communicating CSR on their corporate websites. Account, assertive impression management; blaring, boasting, defensive impression management; demonstrative impression management; exemplification, favor-rendering, illustrative impression management; ingratiation, other-enhancement, other-focused impression management; self-enhancement, self-focused impression management; and self-promotion tactics are tactics prevalent in the CSR communication of the companies. Actor-to-actor link impression management and other emotional appeal also emerged as some of the impression management tactics used by the companies. Originality/value This provides insights into how organizations use impression management in their CSR communication on their corporate websites. Studies of this nature are limited. Again, studies specifically adapting Bolino et al.’s impression management to study CSR communication on corporate websites are rare.

Multinational enterprises perceptions of the national corporate social responsibility priority issues in South Africa

2018 ◽  
Vol 14 (4) ◽  
pp. 828-842 ◽  
Author(s):  
Anoosha Makka ◽  
Cecile Nieuwenhuizen
Keyword(s):  
South Africa ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Multinational Enterprises ◽  
Qualitative Content Analysis ◽  
Research Approach ◽  
Significant Finding ◽  
Economic Sectors ◽  
Content Type ◽  
Corporate Social

Purpose This paper aims to explore the perceptions of multinational enterprises (MNEs) representing four key economic sectors in South Africa regarding what the most important national corporate social responsibility (CSR) priority issues are for the country. This paper also investigates whether MNEs in South Africa are overwhelmed by the number of CSR issues in the country. Design/methodology/approach A qualitative research approach was used. Thirty eight semi-structured telephone interviews were conducted with CSR practitioners at MNEs in the banking and finance, manufacturing, mining and services sectors. Data were analysed by means of qualitative content analysis. Findings The majority of participants in this study indicated that the top three CSR priorities for South Africa in order of importance are education, training and skills development; building and developing local communities and health care and wellness. Another significant finding was that MNEs indicated that there are too many CSR issues in South Africa. Research limitations/implications The results of this study highlight the need for South Africa to develop a national CSR index which clearly articulates the top CSR priorities of the country. This study explored the views of MNEs from four economic sectors of the South African economy. This study can be expanded to incorporate other sectors. Practical implications The findings of this study provide guidelines to MNEs and firms about the key CSR priorities for the country. Originality/value As far as can be ascertained, this is the first study that seeks to identify the key national CSR priority issues for South Africa from the perspective of MNEs operating in the country. This study determines whether MNEs in South Africa are overwhelmed by the number of CSR issues that they are confronted with.

Origin stories in CSR: genesis of CSR at British American Tobacco

2017 ◽  
Vol 22 (2) ◽  
pp. 178-191 ◽  
Author(s):  
Timothy Coombs
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Business Case ◽  
Theory And Practice ◽  
Initial Development ◽  
Content Type ◽  
Csr Communication ◽  
British American Tobacco ◽  
Origin Story ◽  
Corporate Social

Purpose Graphic novels have a concept known as the origin story. The origin story is background information on how a hero or villain came into being. The purpose of this paper is to explore the origin story of corporate social responsibility at British American Tobacco (BAT). The CSR origin story is unpacked by examining corporate documents from BAT that discuss the initial development of the company’s CSR program. The BAT documents are part of the Legacy Tobacco Documents Library (LTDL), a searchable, digital archive developed and managed by the University of California, San Francisco. It contains 85,569,326 pages in 14,360,422 documents. The library was created as part of the tobacco company settlement of a major law suit in the USA. Design/methodology/approach For this case study, the authors searched the archive for documents from BAT that had the key words “corporate social responsibility.” The documents were then analyzed using qualitative content analysis to identify key themes related to BAT’s created of its CSR programs. Findings The two dominant themes were business case BAT made for CSR and the environmental factors that shaped CSR. The business case had sub-themes of the new operating environment and reinforcing employees. The environmental sub-themes were the importance of NGOS and the top issues to be addressed in CSR efforts. The themes helped to explain why BAT was engaging in CSR, the factors shaping the start of its CSR programs, and the issues it intended to address through CSR. Research limitations/implications The analysis is limited to one organization and does not include interviews to go with the archived documents. Practical implications The paper considers the implications of the analysis for theory and practice for internal CSR communication. Originality/value The documents provide a rare glimpse inside a corporate decision to begin a CSR program and how the managers “talked” about CSR. Instead of examining external CSR communication, it examines the early days of internal CSR communication at a specific firm. The yields of the document analysis provide insights into how BAT conceptualized CSR and communicated the rationale for creating a CSR program internally. Research has relied primarily upon speculation of corporate motives or corporate public discourse designed to frame their CSR efforts. The internal documents provide an unfiltered examination of the motives for a CSR program. This allows us to better understand why a CSR program was created including the motives, targets, and desired outcomes.

Apparel firms’ corporate social responsibility communications

2015 ◽  
Vol 28 (1) ◽  
pp. 37-55 ◽  
Author(s):  
Hongjoo Woo ◽  
Byoungho Jin
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Issues ◽  
Content Type ◽  
Csr Communication ◽  
Study Approach ◽  
Csr Reporting ◽  
The Usa ◽  
Managerial Implications ◽  
Corporate Social

Purpose – Corporate social responsibility (CSR) communication is a strategy to address companies’ goodwill to the society. Based on the institutional theory suggesting the influence of environmental factors of companies’ country-of-origins on their marketing practices, the purpose of this paper is to explore and compare the CSR communication practices of apparel firms from different countries. Design/methodology/approach – As a case study approach, this study investigates six apparel firms’ CSR communication disclosures on the official websites using a content analysis method and the Global Reporting Initiative’s categorial CSR reporting guidelines. Findings – Findings revealed that the six firms’ CSR communication adoption levels and focusses varied; the USA firms largely focussed on labor issues, while the European firms focussed on environmental issues and the Asian firms centered on social issues. Research limitations/implications – Although this study has limitations that pertain to case studies in general, this study provides academic contributions to the literature and managerial implications about different CSR focusses and communication activities across countries. Originality/value – CSR is especially important for the apparel business that highly involves social issues such as labor-intensive production. However, limited research showed how apparel firms are actually communicating CSR. This study was one of the early attempts on this topic.

Corporate social responsibility and sustainable management of solid wastes and effluents in Lagos megacity Nigeria

2019 ◽  
Vol 15 (6) ◽  
pp. 742-761
Author(s):  
Lukman Raimi ◽  
AbdulGaniyu Omobolaji Adelopo ◽  
Hassan Yusuf
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Environmental Sustainability ◽  
Sustainable Management ◽  
Theory And Practice ◽  
Solid Wastes ◽  
Behavioural Intention ◽  
Positive Relationships ◽  
Content Type ◽  
Corporate Social

Purpose This study aims to empirically investigate the relationship between corporate social responsibility (CSR) and sustainable management of wastes and effluents (SMWE) in Lagos Megacity. Design/methodology/approach The paper adopts a quantitative research method, specifically the use of a Web-survey technique for eliciting responses from a cross-section of companies affiliated to the Lagos Chambers of Commerce and Industry (LCCI). From a target population of 2,300 companies, a sample of 92 companies was drawn using the sample determination formula of Parten (1950). The 92 sampled companies were randomly administered Web-based questionnaires through their official emails. Finally, the 56 responses received from the participating companies (corresponding to 61 per cent response rate) were analysed electronically and the results presented using descriptive and inferential statistics. Findings The results show strong positive relationships between CSR and advocacy on waste and effluents (0.7), environmental impact response (0.7), environmental sustainability policy (0.6) and preventive negative impact (0.6) with P < 0.05. However, weak positive relationships exist between CSR and monitoring mechanisms (0.3) and adequacy of infrastructure for wastes and pollutants management (0.4). Overall, there is a significant positive relationship between CSR and sustainable management of solid wastes and effluents in the sampled companies in Lagos. Research limitations/implications The research is limited to Lagos Megacity because it is the industrial and commercial hub of Nigeria. Besides, there are several industrial associations in Lagos, but the selected association was the LCCI with 56 sampled companies. Practical implications The research supports and validates the theory of planned behaviour (TPB), which explicates that performance behaviour of organisations is influenced by the behavioural intention and behavioural control. However, behavioural intention of organisations may be carried out, abandoned or revised based on ever changing circumstances or contexts. Originality/value The study bridges the gap between theory and practice of environmental CSR by enriching the understanding of academics and practitioners on CSR and environmental sustainability relationships in Lagos Megacity.

Corporate social responsibility, Waqf system and Zakat system as faith-based model for poverty reduction

2014 ◽  
Vol 10 (3) ◽  
pp. 228-242 ◽  
Author(s):  
Lukman Raimi ◽  
Ashok Patel ◽  
Ismail Adelopo
Keyword(s):  
Qualitative Research ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Poverty Reduction ◽  
Secondary Data ◽  
Theory And Practice ◽  
Theoretical Research ◽  
Content Type ◽  
Faith Based ◽  
Corporate Social

Purpose – Poverty is a plague which has continental manifestation, but its impact is heavily felt in several Muslim majority nations (MMNs), where unemployment, illiteracy, chronic diseases, food shortage, sectarian wars and wave of militancy are surging at alarming rates. The purpose of this paper is to develop a faith-based model (FBM) to complement the conventional poverty reduction models. Experiences have shown that FBMs find more acceptability among Muslim nations because they have theoretical and theological underpinnings from the Qur’an and Hadith, as opposed to conventional models that are often viewed with suspicion, sequel to Islamic revivalism. Design/methodology/approach – This research adopts a qualitative research method relying on secondary data/information sourced from CIA Factbook, previous scholarly works, working papers, case studies and relevant internet resources. In line with methodological approach of qualitative research, the secondary data/information were subjected to content and thematic analyses (CTA) from which facts, figures and presumptions were derived to support the FBM. Findings – The paper justified the plausibility of integrating corporate social responsibility (CSR), Waqf system (WS) and Zakat system (TZS) as FBM for poverty reduction, enterprise development and economic empowerment in MMNs. Research limitations/implications – The gap left behind by the paper is for future researchers to carry out an empirical investigation on the viability or otherwise of the FBM. This could include the governance structure, operational modalities and regulatory frameworks that would enhance the functioning of the FBM. Practical implications – FBM framework is practically a corporate social investment (CSI), which would be heavily funded by Zakat payers, CSR donations and Waqf. The funds would be deployed to poverty reduction in a number of ways ranging from training, micro-credit support for SMEs, apprenticeships, setting up technology business incubation centres, cluster development, infrastructural development in industrial parks, as well as providing welfare support services to the poor, marginalised communities and other economically disadvantaged groups. Originality/value – The theoretical research is a contribution to theory and practice of CSR in the field of management and Islamic economics. It has developed a FBM for adoption by MMNs who are hesitant in adopting western model for fear of compromising their ethical values.

The relationship between corporate social responsibility and corporate reputation in a turbulent environment: Spanish evidence of the Ibex35 firms

2015 ◽  
Vol 15 (4) ◽  
pp. 563-575 ◽  
Author(s):  
José Luis Fernández Sánchez ◽  
Ladislao Luna Sotorrío ◽  
Elisa Baraibar Diez
Keyword(s):  
Corporate Social Responsibility ◽  
Financial Crisis ◽  
Social Responsibility ◽  
Corporate Reputation ◽  
Content Type ◽  
Current Financial Crisis ◽  
Corporate Social ◽  
The Impact ◽  
The Relationship ◽  
Positive Effect

Purpose – The purpose of this study is to provide more knowledge about the model to generate reputation and its relationship in the long term with companies’ strategy of social responsibility. Particularly, research is done to test whether there is a positive effect of firms’ social behaviour (corporate social responsibility [CSR]), analysing differences of intensity and consistency, on their corporate reputation (CR) and whether the current financial crisis is a factor that has changed the relationship between both variables (moderator factor). Design/methodology/approach – This study uses a sample of 26 Spanish large firms of the Ibex35 index and covers an eight-year period from 2004 to 2011. To test the hypotheses of this research, a fixed-effects model was estimated using moderating regression analysis. Findings – The results obtained show that, for the Spanish Ibex35 companies, CSR practices according to their consistency have a significant positive effect on CR and in turbulent environments, as in the current financial crisis, it has had a significant positive influence on the CSR-CR relationship. Originality/value – Although a substantial number of empirical studies have examined the relationship between firms’ strategy and their performance, only a few of them have analysed the impact of the external environment on this relationship, whereby there is a need for longitudinal studies with different economic scenarios to achieve better knowledge of the CSR–CR relationship.

scholarly journals The role of communication tools of the corporate social responsibility strategy for building effective dialogue with stakeholders

2019 ◽  
Vol 2019 (3) ◽  
pp. 92-106
Author(s):  
Inna Khovrak
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Communication Strategies ◽  
Strategy Implementation ◽  
Communication Process ◽  
Communication Tools ◽  
Csr Communication ◽  
Csr Strategy ◽  
Corporate Social

Communication on Corporate Social Responsibility (CSR) can be based on unilateral communication, in which stakeholders are “passive listeners”. However, more effective is a bilateral interaction that engages stakeholders in the communication process while developing and implementing a CSR strategy, enabling establishment of the dialogue. That is why the objective of the study is to reasonably expose the impact of the communication toolkit of implementing the CSR strategy on establishing dialogue with stakeholders. The author develops an algorithm for organizing a stakeholder communication process that takes into account communication barriers at each stage: creation, encoding, transmission, receiving, decoding and responding. The internally-oriented, externally-oriented and universal communication tools of CSR strategy implementation are characterized. The functions of the communication toolkit of CSR strategy implementation are systematized: informational, contact, educational, interpretative, emotional, holistic, mobilizing, strategic, preventive. The author compared CSR communication strategies (one-sided, two-way asymmetric and two-way symmetric) according to the following criteria: the achievement of communication ideal: transfer and joint creation of CSR meaning, stakeholder needs, the role of stakeholder, method of determining CSR priorities, strategic goals for establishing communications, third-party approval of the CSR strategy. Much attention is paid to specifying forms of indirect and direct communication, as well as to the analysis of their relevance to the main CSR communication strategies. It is established that the identification of stakeholders is an important part of CSR communication, which is why the author summarizes main forms and the result of interaction with them. It is justified that effective interaction with stakeholders holds a dialogue capable of identifying existing problems and jointly formulating ways to solve them.

Corporate Social Responsibility and Digital Marketing

2019 ◽  
pp. 293-309
Author(s):  
Usha Chauhan ◽  
Ruchi Garg ◽  
Ritu Chhikara
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Thematic Analysis ◽  
Corporate Reputation ◽  
Public Awareness ◽  
Digital Marketing ◽  
Public Image ◽  
Csr Communication ◽  
Corporate Social ◽  
Depth Interviews

The purpose of this chapter is to make a combination of two concepts CSR and digital marketing and to find out the various challenges faced by practitioners for effective CSR communication. A total of 15 in-depth interviews were conducted in a leading automobile company. The interview transcripts were analyzed through thematic analysis. This chapter proposes different themes derived from the perceptions of the respondents and corporate reputation, public awareness, CSR efforts, profitability, CSR commitment, public image were found as the challenges faced by the practitioners. This chapter will provide insights to the practitioners on how to make effective CSR communication for further corporate reputation enhancement. It could also provide a platform for further debate between automobile controllers and significant stakeholders on how to tactically converse their CSR in the automobile concerns and enhance stakeholder commitment.

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