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.
Impact of corporate social responsibility on brand extension success via organizational trust: moderating role of the CSR communication
