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.

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 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.

scholarly journals How to increase engagement on social media using the honeycomb model

2020 ◽  
Vol 27 (2) ◽  
pp. 153-167
Author(s):  
Susana Costa Silva ◽  
Wilian Feitosa ◽  
Paulo Duarte ◽  
Marta Vasconcelos
Keyword(s):  
Social Media ◽  
Social Engagement ◽  
Design Methodology ◽  
Convenience Sample ◽  
Content Type ◽  
The Social ◽  
Before And After ◽  
A Company ◽  
New Procedures ◽  
Practical Implications

Purpose The purpose of this paper is to understand how a company could improve public engagement on social media (SM) analysing the case of Alento, which is a human resources and consulting company located in Portugal. The company’s presence on Facebook was analysed by using the honeycomb model for SM functionality, by Kietzmann et al. (2011), as a theoretical framework. Design/methodology/approach The authors implemented some actions to change procedures on SM management. Monitoring five months of data, the authors could compare the SM engagement before and after changes on SM management. Then, a convenience sample of 205 useable questionnaires was collected. The population of the study comprised Portuguese Facebook users who liked the Alento Facebook Fan Page. An analysis of honeycomb dimensions was performed. Findings The engagement level on Alento’s SM was increased by changing procedures identified on survey. In five months, Alento’s number of followers was increased by just 4.5 per cent, interactions were increased by 35 per cent, views were more than twice (+122 per cent) and fans who clicked on Alento’s Facebook page’s links were increased by 146 per cent. Research limitations/implications There were also some limitations related to the sample, since the authors only obtained 205 responses. Therefore, the second suggestion for future investigations would be to conduct the survey on a larger number of people. This study just considers five months after changing procedures. A longer range of time could produce different results. Practical implications The most relevant contribution of the current study is the offer of some insights into the use of a simple tool such as the honeycomb model of Kietzmann et al. (2011) for the analysis of the social engagement from a firm’s perspective, regardless of their nature. Social implications The importance of SM to spread good content and to reduce media costs is reinforced in this study. Originality/value This study is innovative, as it identifies a need of change on SM management, proposes and implements new procedures, checking its results. SM marketing is a new wagon of study, and the problem of how to increase engagement on professional SM is on top priorities of the field.

scholarly journals Reviewing corporate social responsibility communication: a legitimacy perspective

2018 ◽  
Vol 23 (4) ◽  
pp. 492-511 ◽  
Author(s):  
Anne Ellerup Nielsen ◽  
Christa Thomsen
Keyword(s):  
Performance Studies ◽  
Communication Strategies ◽  
Communication Research ◽  
Communicative Practices ◽  
Content Type ◽  
Csr Communication ◽  
Rhetorical Studies ◽  
Environmental Actions ◽  
Corporate Social

Purpose The purpose of this paper is to answer the call for CSR communication research to develop and substantiate outcomes that may better explain CSR communication strategies and practices. The paper takes the research a step further, exploring the role of legitimacy in CSR communication research. Design/methodology/approach A literature collection methodology, combined with directed content analysis, was used to identify central themes in the literature. Findings The following categories of studies were identified: perception, impact and promotion studies; image and reputation studies; performance studies; and conceptual/rhetorical studies. Addressed from a legitimacy perspective, the study found that the most important types of legitimizing communicative practices articulated in the four types of studies were related to: seeking knowledge about stakeholders through perception, impact and promotion activities; monitoring and controlling the environment through image and reputation activities; creating stakeholder value through collaboration and engagement; and persuading and convincing stakeholders through rhetorics, CSR models and concepts. The study also found that practices and activities related to perceiving stakeholders’ expectations, needs and requirements are assumed to be most effective for corporations aiming at building or maintaining legitimacy. Originality/value The key contribution of the paper lies in exploring how corporate legitimacy is anticipated and extrapolated in the CSR communication literature, including which pinpointed CSR communication strategies and practices are assumed to be more effective than others in bridging stakeholders’ perceptions of corporations’ social and environmental actions. Until date, no reviews exist of the role of legitimacy in CSR communication research.

Corporate social responsibility, governance and stakeholders: a bank in the upbeat of the crisis

2016 ◽  
Vol 12 (4) ◽  
pp. 388-412 ◽  
Author(s):  
Frank Jan de Graaf
Keyword(s):  
Corporate Governance ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Governance Structure ◽  
Governance System ◽  
Content Type ◽  
Social Responsibilities ◽  
The Social ◽  
Corporate Social ◽  
A Company

Purpose Using the global financial crisis as a critical event and based on institutional theory and stakeholder theory, this paper aims to explore the relationship between corporate governance and corporate social responsibility (CSR). The question is how stakeholders can influence corporate responses to societal change by using their position in the governance structure. Design/methodology/approach The analysis is based on a historical analysis of data collected mainly between 2002 and 2004. The historical perspective enables an understanding of the response of the company to environmental changes. Findings The approach enables researchers to relate the normative component of CSR to specific governance mechanisms. These governance mechanisms are specified in direct and indirect influence pathways. Historical data shed light on how, in the upbeat of the crisis, stakeholders have influenced the principles and policies of the ING Group, a Dutch financial company. Research limitations/implications The paper suggests that stakeholders influence principles – normative assumptions that guide corporate decisions – mainly in dialogue-based meetings (direct influence pathways). Companies are made accountable in indirect influence pathways such as regulations. The author also demonstrates that a historical approach enables an understanding of long-term historical developments and the linking of corporate policies to the normative assumptions of stakeholders. Practical implications If stakeholders wish to assess the social responsibility of a company, then they should assess the governance structure in relation to the principles and policies. The power structure within a company and that within the institutional framework in which the company operates (the governance system) strongly influences how a company executes its social responsibilities. Social implications The paper demonstrates how stakeholders can use the governance structure to influence a bank. If society – or a specific group in society – wants banks to play a different role, this paper points to what could be the levers of change in the governance system and the governance structure. Originality/value Insights into the complex relationship between corporate governance and the processes in which the social responsibilities of a company are developed.

scholarly journals The Corporate Social Responsibility in Lidl’s Communication Campaigns in Croatia and the UK

2016 ◽  
Author(s):  
Martina Topic ◽  
Ralph Tench
Keyword(s):  
Management Strategy ◽  
Communication Strategy ◽  
Communication Management ◽  
The Public ◽  
Csr Communication ◽  
The Social ◽  
Depth Analysis ◽  
Communication Campaigns ◽  
The Uk ◽  
Corporate Social

The purpose of the paper was to investigate whether Lidl uses CSR communication in their Advertising and Communication Campaigns in two different business contexts, and if so, how. The paper built upon existing analyses of CSR Communication by analysing Lidl’s websites in both countries, and went step forward and analysed TV adverts of the company in both countries as well. The analysis discovered importance of the social context in using CSR to promote business, as well as a different communication management strategy where Lidl does not communicate with UK public as extensively as with the Croatian public due to different views on the CSR communication. An in-depth analysis of TV adverts of Lidl in Croatia and the UK using their YouTube channel with all promoted TV adverts, as well as official websites of Lidl in both countries was conducted. The findings were analysed using the qualitative method of thematic, contextual analysis. The findings reveal that CSR is used as an argument to foster sales and consumer trust in Croatia but not in the UK. The communication management strategy is different in two countries due to different views of the public about CSR Communication, and Lidl's Communication strategy is designed accordingly.

scholarly journals Communicating philanthropic CSR versus ethical and legal CSR to employees: empirical evidence in Turkey

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yijing Wang ◽  
Buket Pala
Keyword(s):  
Social Media ◽  
Banking Sector ◽  
Media Communication ◽  
Content Type ◽  
Moderation Effect ◽  
Csr Communication ◽  
Different Types ◽  
Employee Identification ◽  
Corporate Social ◽  
Social Media Communication

PurposeThis study investigates the mechanism through which banks employ corporate social responsibility (CSR) commitment to engage in employees. The values of different types of CSR engagement (i.e. philanthropic CSR vs ethical and legal CSR) are distinguished and their influences on employee identification are analyzed. The moderation effect of CSR communication through corporate social media is examined in this context.Design/methodology/approachA sample of 254 respondents was collected through surveying the employees of one of the largest banks in Turkey.FindingsFindings suggest that ethical and legal CSR is perceived more importantly than philanthropic CSR by employees in the banking industry. In addition, the level of transparency and frequency of CSR communication through corporate social media moderates the CSR types–employee identification relationship distinctively.Practical implicationsSpecial attention should be paid to the conditions under which CSR communication takes place effectively, as skeptics toward certain types of CSR initiatives may occur along with the disclosure of information about them.Social implicationsIf organizations use social media communication in a way that would bring the CSR interests of their employees to light, it is likely that CSR initiatives will become more meaningful and have a greater societal impact.Originality/valueThis study contributes to the CSR literature through identifying the value of different types of CSR initiative and confirming the importance of transparent and proactive CSR communication on employee identification in the banking sector.

The (mis)use of social media to communicate CSR in hospitality

2017 ◽  
Vol 8 (1) ◽  
pp. 73-86 ◽  
Author(s):  
Laura Zizka
Keyword(s):  
Social Media ◽  
Stakeholder Engagement ◽  
Hospitality Industry ◽  
Future Research ◽  
Content Type ◽  
Csr Communication ◽  
Successful Communication ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
Corporate Social

Purpose This paper aims to discuss how the hospitality industry is communicating corporate social responsibility (CSR) to its stakeholders, the premise being CSR communication through social media platforms will increase stakeholder engagement. Design/methodology/approach This paper is developed based on Schwartz and Carroll’s three-domain approach to CSR motivation, stakeholder theory and a synthesis of previous literature of CSR communication in the hospitality industry. Findings Successful communication through social media is based on two-way participative dialogue. Companies, especially the hospitality industry, have used social media to communicate information through social media in a one-way direction, that of giving information. One example is the communication of CSR actions and intentions as found on hospitality websites, intranets and social media platforms. While previous studies have shown a link between CSR communication through social media and corporate reputation, few studies have examined CSR communication through social media and its effects on specific stakeholder groups. Research limitations/implications Rather than assuming that CSR communication can be done successfully through a “one-size-fits-all” social media discourse, this paper suggests the need for specific messages and potentially different communication channels to increase engagement from each of the various stakeholders in the hospitality industry. Originality/value This is one of the first papers which tries to address how one communication channel, social media, can affect CSR communication and increase stakeholder engagement in the hospitality industry. This paper provides discussion on the usefulness of social media to communicate CSR messages and posits the need for future research projects on a macro and micro level.

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.

Fortune 100 companies’ Facebook strategies: corporate ability versus social responsibility

2014 ◽  
Vol 18 (4) ◽  
pp. 343-362 ◽  
Author(s):  
Sora Kim ◽  
Soo-Yeon Kim ◽  
Kang Hoon Sung
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Responsibility ◽  
Communication Strategies ◽  
Social Networking Site ◽  
Current Status ◽  
Hybrid Strategy ◽  
Content Type ◽  
Fortune 100 ◽  
Corporate Ability

Purpose – The purpose of this paper is to examine how Fortune 100 companies are using Facebook (FB) in terms of employing corporate ability (CA), corporate social responsibility (CSR), and hybrid communication strategies, meeting different stakeholders’ expectations, and incorporating interactivity components into social media. Design/methodology/approach – A quantitative content analysis was used to examine a total of 1,486 corporate FB postings. Findings –Fortune 100 companies predominantly employed a CA strategy over a CSR strategy or a hybrid strategy. They prioritize customers’ needs over other stakeholders’ (e.g. stockholders and community members) on FB. FB fans are more likely to post “like” when companies personalize their FB messages. Seeking specific action-oriented participation on FB increased the frequencies of “like” and “comment,” whereas using the generic terms like “try” or “learn” decreased such frequencies. Finally, the frequencies of fans posting “like” and “comment” are affected by how often companies responded to fans’ postings and not influenced by how often companies feed new FB updates to fans. Originality/value – This study provides a benchmark case of how corporations are using a mainstream social media outlet to engage different stakeholders. It helps to assess the current status of public relations communication strategies on the mainstream social networking site. Companies can increase public engagement and response on social media through more personalized messages and techniques to encourage active participation and dialogue.

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