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.

CSR communications strategies through social media and influence on e-reputation

2016 ◽  
Vol 54 (2) ◽  
pp. 363-389 ◽  
Author(s):  
Vincent Dutot ◽  
Eva Lacalle Galvez ◽  
David W. Versailles
Keyword(s):  
Social Media ◽  
Communication Strategies ◽  
Communication Strategy ◽  
Content Type ◽  
Csr Communication ◽  
The Social ◽  
Corporate Ability ◽  
Corporate Social ◽  
A Company ◽  
Communications Strategies

Purpose – Publics are becoming responsible customers that urge firms to improve society. By using social media, corporate social responsibility (CSR) actions could influence organization’s commitment and e-reputation. The purpose of this paper is to look at the influence on e-reputation of communication strategies (i.e. corporate ability and CSR) on social media. Design/methodology/approach – Four international companies (Danone, Renault, Orange and BNP Paribas) were studied and a content analysis was performed: Leximancer for the social media content (between 25 and 50 pages for each company) on a six-month period; and Social Mention for the measurement of e-reputation. Findings – Results show that there is a link between CSR communication strategies and e-reputation. More precisely, by using a corporate ability strategy (focus on product quality or innovation R & D), a company can increase its e-reputation better than on a common CSR communication strategy. Research limitations/implications – This study is based on only four companies (from four different industries) and would profit from a larger base for analysis. Second, the content the authors analyzed was generated by the company on their own social media. Originality/value – This exploratory study is one of the first to look at the influence of CSR communication strategies on e-reputation and tries to see how companies’ action on social media can change the way they are perceived by their customers. It completes the current literature by defining how CSR communications strategies should be declined for in order to influence customers.

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.

What is the role of social media in several overtones of CSR communication? The case of the wine industry in the Southern Italian regions

2019 ◽  
Vol 121 (4) ◽  
pp. 856-873 ◽  
Author(s):  
Antonino Galati ◽  
Georgia Sakka ◽  
Maria Crescimanno ◽  
Antonio Tulone ◽  
Mariantonietta Fiore
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Wine Industry ◽  
Three Dimensions ◽  
Content Type ◽  
Csr Communication ◽  
Italian Regions ◽  
Responsible Behaviour ◽  
Corporate Social

Purpose The purpose of this paper is to understand whether the companies most involved in communicating their responsible behaviour externally are those most active on the social media (SM) platform, with a philanthropic purpose rather than strictly aimed at economic aspects. Design/methodology/approach The authors, first, assess firms’ efforts on the SM platform using the model proposed by Chung et al. (2014), and, second, the authors analyze the content of messages in order to verify what dimensions of the corporate social responsibility (CSR) they contain. A multivariate modelling has been performed in order to verify whether the wineries that take most care to communicate their responsible behaviour are those that are more involved in the management of Social Network. The wineries’ effort in SM platform was analyzed using the model proposed by Chung et al. (2014), which consider three dimensions named intensity, richness and responsiveness. In order to verify the relationship between the SM effort and their engagement in CSR initiatives, the Probit model has been utilized taking into consideration four CSR dimension (Green CSR, Ethical CSR, Community CSR and Cultural CSR). Findings The findings show that wineries most involved in corporate social responsibility initiatives and in the active communication of these initiatives on SM platforms are those that are most active on SM and in particular those that interact most with their web users, triggering in them some reactions that lead to the sharing of content and, therefore, having a significant impact on the dissemination of information through SM. Research limitations/implications The main limitations of this study are related to the limited sample size, the time period considered. Practical implications This study provides insight and hints into wine entrepreneurs interested in improving the effectiveness of their CSR communication via SM showing the importance of the interactive dimension of SM, in order to reduce scepticism and gain greater credibility on the market. Originality/value This study uses four dimensions of the companies’ SM efforts’ built on the basis of a number of variables that are more explicative of the SM engagement.

The drama of corporate social responsibility communication

2019 ◽  
Vol 16 (3) ◽  
pp. 233-258
Author(s):  
Maria Ivanova-Gongne ◽  
Stefan Lång
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Communication Strategy ◽  
Communication Process ◽  
Critical Event ◽  
Semiotic Analysis ◽  
Business Network ◽  
Content Type ◽  
Csr Communication ◽  
Corporate Social

Purpose This paper aims to investigate a company’s corporate social responsibility (CSR) communications in a business network with regard to the flow of critical events related to CSR. Design/methodology/approach The paper focuses on the drama that unfolded at a Nordic-based multinational corporation, Stora Enso, after a critical event related to CSR and the specific signs and codes applied by the company to justify its actions. To achieve the aims, the authors conducted a dramaturgical and semiotic analysis of the company’s corporate communications in connection with various actions prior to or following the major critical event. Findings The findings consist of a five-act drama that unfolded around certain CSR communication activities at the company. The authors followed the company’s shift in communication strategy as they were compelled to adopt a more responsive and involved approach. The results also show the roles of the various business network actors in shaping CSR communications. Practical implications This case has practical uses for providing the framework to create effective messages at different stages of the communication process related to a major CSR event. Originality/value The originality of the study lies in its application of a dramaturgical and semiotic approach to the analysis of CSR communication. It also contributes to the scarce literature on CSR communication within business networks.

scholarly journals Corporate Social Responsibility Disclosure: Responding to Investors’ Criticism on Social Media

2021 ◽  
Vol 18 (14) ◽  
pp. 7396
Author(s):  
Yuming Zhang ◽  
Fan Yang
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Social Issues ◽  
Media Criticism ◽  
Csr Communication ◽  
Depth Analysis ◽  
Csr Disclosure ◽  
Corporate Social ◽  
The Impact

Companies use corporate social responsibility (CSR) disclosures to communicate their social and environmental policies, practices, and performance to stakeholders. Although the determinants and outcomes of CSR activities are well understood, we know little about how companies use CSR communication to manage a crisis. The few relevant CSR studies have focused on the pressure on corporations exerted by governments, customers, the media, or the public. Although investors have a significant influence on firm value, this stakeholder group has been neglected in research on CSR disclosure. Grounded in legitimacy theory and agency theory, this study uses a sample of Chinese public companies listed on the Shanghai Stock Exchange to investigate CSR disclosure in response to social media criticism posted by investors. The empirical findings show that investors’ social media criticism not only motivates companies to disclose their CSR activities but also increases the substantiveness of their CSR reports, demonstrating that companies’ CSR communication in response to a crisis is substantive rather than merely symbolic. We also find that the impact of social media criticism on CSR disclosure is heterogeneous. Non-state-owned enterprises, companies in regions with high levels of environmental regulations, and companies in regions with local government concern about social issues are most likely to disclose CSR information and report substantive CSR activities. We provide an in-depth analysis of corporate CSR strategies for crisis management and show that crises initiated by investors on social media provide opportunities for corporations to improve their CSR engagement.

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.

CSR communication strategies and stakeholder engagement of upscale hotels in social media

2019 ◽  
Vol 31 (5) ◽  
pp. 2129-2148 ◽  
Author(s):  
Deniz Kucukusta ◽  
Mariia Perelygina ◽  
Wing Sze Lam
Keyword(s):  
Social Media ◽  
Stakeholder Engagement ◽  
Data Extraction ◽  
Communication Strategies ◽  
Content Type ◽  
Csr Communication ◽  
Media Type ◽  
Message Strategy ◽  
Communication Activity ◽  
Corporate Social

Purpose The purpose of this study is to investigate how hotels practice corporate social responsibility (CSR) communication through social media, including which content type and media type receive the highest level of engagement. Two major aspects are considered, namely, CSR communication activity and stakeholder engagement. Design/methodology/approach The analysis is conducted for Forbes four-star to five-star hotels in Hong Kong. Facebook data are extracted from the property pages of the sample hotels by Netvizz, which is a Facebook data extraction application. The data analysis includes three steps and combines qualitative and quantitative approaches. Findings The results indicate that the type of information has a significant influence on engagement and has even more of an affect than the message strategy. Although the number of CSR-related posts is significantly lower than marketing-oriented posts, they achieve a comparable level of popularity and engagement. Posts encouraging CSR practices show the highest level of engagement among CSR-related posts. In terms of media and content types, video achieves the highest engagement, and posts related to discounts achieve the highest engagement. Originality/value This study fills the gap in the current literature by conducting a comparison between marketing and CSR communication strategies on social media. It also provides insights on how to draft more effective CSR messages.

Corporate social responsibility and financial stability: evidence from the Troubled Asset Relief Program

2019 ◽  
Vol 45 (8) ◽  
pp. 1111-1128 ◽  
Author(s):  
Elizabeth Cooper ◽  
Christopher Henderson ◽  
Andrew Kish
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Financial Institutions ◽  
Financial Stability ◽  
Banking Industry ◽  
Content Type ◽  
Troubled Asset Relief Program ◽  
Corporate Social ◽  
Relief Program ◽  
The Impact

Purpose The purpose of this paper is to test the impact of corporate social responsibility (CSR) in the banking industry using Troubled Asset Relief Program (TARP) as an experimental backdrop. Design/methodology/approach The authors match banks that received TARP with CSR data on publicly available firms. Using this data set, the authors are able to perform both univariate and multivariate analyses to determine the impact of CSR on bank management behavior. Findings The authors find evidence that supports stakeholder theory as applied to a sample of large financial institutions. The authors show that banks increased their CSR involvement and intensity following TARP, evidence that CSR is not merely transitory in nature but structural and an important aspect of firm value. The authors also find that capital ratios increase to a greater degree in banks whose CSR ratings were stronger prior to TARP. Finally, while all banks in the sample repaid Treasury, it took strong CSR banks a longer time to repay than banks with weaker CSR. The authors show how CEO compensation played a role in this relationship. Research limitations/implications The findings are limited to large banks. Practical implications Practically speaking, this study helps to discern the motivations and actions of large financial institutions. This is especially important from a regulator perspective, whose function is to maintain overall national financial stability. Originality/value This is the first study to link TARP and CSR literatures. Overall, there are a limited number of studies on CSR in the banking industry, and this paper adds to this burgeoning area. It is important and valuable to managers and policymakers to understand implications of CSR in the financial sector.

The impact of corporate social responsibility (CSR) knowledge on corporate financial performance: evidence from the European banking industry

2019 ◽  
Vol 23 (1) ◽  
pp. 110-134 ◽  
Author(s):  
Francesco Gangi ◽  
Mario Mustilli ◽  
Nicola Varrone
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Financial Performance ◽  
Banking Industry ◽  
Content Type ◽  
External Stakeholders ◽  
Citizenship Performance ◽  
European Banking ◽  
Corporate Social ◽  
The Impact

PurposeAssuming that corporate social responsibility (CSR) is “a process of accumulating knowledge and experience” (Tang et al., 2012, p. 1298), this paper aims to investigate whether and how CSR knowledge (Asif et al., 2013; Kim, 2017) affects financial performance in the European banking industry.Design/methodology/approachThe empirical research analyses a panel of 72 banks from 20 European countries over seven years (2009-2015). The hypotheses were tested using fixed effects regression analysis and the two-stage Heckman model (1976) to address endogeneity bias.FindingsThe findings of this work are twofold. First, consistent with the concept of knowledge absorptive capacity (Cohen and Levinthal, 1990), the internal CSR of banks (Kim et al., 2010) positively affects citizenship performance (Peterson, 2004a). Second, in line with the reputational effect of CSR (Margolis et al., 2009; Bushman and Wittenberg-Moerman, 2012), citizenship performance is a positive predictor of a bank’s financial performance.Practical implicationsFrom a knowledge-based perspective, the analysis shows that accrued internal CSR knowledge plays a key role in implementing effective CSR programs for external stakeholders. Moreover, this study shows how CSR engagement in external initiatives can improve a bank’s competitiveness because of the relationship between citizenship performance and the positive reputation of a bank.Social implicationsThe management of CSR initiatives may favor the sharing of knowledge and creation of trust relationships among banks and internal and external stakeholders. CSR knowledge contributes to expanded value creation for both society and banks.Originality/valueThe knowledge management perspective of CSR provides new insights into the sustainability of banks’ business models and contributes to advancing the debate on the governance modes and effects of CSR. Moreover, the CSR perspective offers additional opportunities for addressing the challenges associated with sharing tacit knowledge within and outside of organizations.

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