Brand evangelists’ expectations: consumption decisions towards digital corporate social responsibility communication

This paper seeks to analyse small‐ and medium‐sized enterprise (SME) managers' representations of corporate social responsibility (CSR) and CSR communication in a corporate communication perspective. The basic question is: how strategic is CSR communication in SMEs? Corporate communication and CSR theories are used to establish an ideal typology of CSR concepts informing an analysis of qualitative data in the form of interviews with three middle managers in two Danish SMEs. A CSR communication model published earlier by the authors is challenged from a SME perspective. Results from an Internet‐based questionnaire survey of 1071 SMEs pave the way for the analysis. Our analysis shows that SME managers clearly have an inside‐out approach to CSR, with a strong emphasis on the internal (corporate culture) dimension. However, SMEs and/or SME managers tend not to communicate externally about the CSR activities of the company. Based on these findings, the paper argues that CSR communication in SMEs is challenged by the global economy and is under revision. The contribution of the paper is to provide an insight into SMEs' present stage in relation to a possible future approach to strategic CSR communication. The paper also reminds us that SMEs have no interest in turning their local and authentic practice into a forced marketing and branding exercise, leaving them with an artificial picture of who they are and strive to be in the future. They should keep on acting locally but force themselves to think globally.

Corporate Social Responsibility (CSR) communication on social media has become an important way for companies to attract and maintain customers. As a highly interactive communication channel, social media provides companies with opportunities to showcase their CSR initiatives and corporate values. However, different types of CSR communication often have different communication effects. This study reviews previous research on the relationship between CSR communication, brand identification and brand loyalty, highlighting the theoretical foundations and empirical research. After that, a survey research method was used to collect data through questionnaires, and the data were statistically analyzed using SEM-PLS to verify the existence and extent of the mediating role. The research findings indicate that both societal CSR communication and environmental CSR communication have direct and indirect effects on brand identification and brand loyalty, respectively. However, despite the direct positive correlation observed between customer-related CSR communication and brand loyalty, neither the direct relationship with brand identification nor the indirect relationship through brand identification to brand loyalty was supported. This study combines the relationships between different types of CSR communication in social media, brand identification and brand loyalty and focuses on the mediating role of brand identification. It can be devoted to provide theoretical support and practical guidance for companies to develop more targeted CSR communication strategies.

This study compared the corporate social responsibility (CSR) communication of multinational corporations (MNCs) and small- and medium-sized enterprises (SMEs) within the petroleum industry operating in a defined geographic region. We analyzed the CSR reports of 33 petroleum refining companies (13 MNCs, 20 SMEs) to identify which CSR practices and people are institutionalized within the petroleum refining industrial field’s CSR communication and the differences of CSR communication between MNCs and SMEs. We found that CSR associated with environmental, health and safety, and philanthropy practices that benefit employees and communities were institutionalized across the field. However, MNCs and SMEs differed on the primacy given to particular practices and people. In addition, a small set of unique CSR practices and people were identified within each sector. We describe the implications of this research for CSR communication, institutional theory, and business sector research.

Corporate Social Responsibility Communication

Background The rapid development of Artificial Intelligence (AI) offers both opportunities and challenges for its application in Corporate Social Responsibility (CSR) communication. While AI can enhance CSR initiatives, its impact on consumer relations and brand perception remains inconsistent. Objectives This study aims to explore the academic landscape of AI’s role in CSR communication, focusing on publication trends, key authors, research topics, and future directions. Methods/Approach A bibliometric analysis was conducted on 1,094 articles related to AI and CSR communication, retrieved from the Web of Science database from 2000 to February 2024. Using CiteSpace software, the study mapped research trends by analysing disciplines, countries, institutions, authors, references, and keywords. Results The United States and China lead in publication output, with key research themes including social media impact, management strategies, and consumer trust. Emerging trends point to the importance of privacy, service quality, and perceived value in AI-driven CSR initiatives. Conclusions The integration of AI in CSR communication is an evolving field, with significant contributions from social media research and consumer behaviour studies. Future research should address ethical concerns and long-term effects on consumer trust and engagement.

Purpose This paper aims to explore how digital corporate social responsibility (CSR) communication, in the form of information, response and involvement strategies, shapes consumer engagement across cognitive, emotional and behavioral dimensions. Design/methodology/approach The study adopts a netnographic approach and analyses more than 3,237 rich Facebook comments to six coffee chains’ posts related to no plastic waste initiatives. Findings Findings illustrate how consumers use CSR messages on social media as spaces for sharing knowledge, expressing emotions and participating in CSR initiatives. Specifically, the results show that different digital CSR communication strategies shape how conversations with and among consumers evolve by triggering distinct types and valences of engagement. Moreover, the study identifies the objects of engagement (CSR activity, brand and community) and traces how engagement flows dynamically among these focal points. Research limitations/implications The data were collected from a specific social media platform (Facebook) and focus on a specific CSR activity, which is plastic waste. Practical implications The study offers guidance for brands seeking to navigate the interactive and often unpredictable nature of CSR communication online. It highlights that engagement is multidimensional and may not always signal endorsement, but, nonetheless, can contribute to the ongoing negotiation of corporate responsibility. Originality/value By integrating cognitive and emotional dimensions into the analysis of digital CSR engagement, this study extends prior research that has largely focused on behavioral metrics. It interprets digital CSR communications as the space for consumer engagement and reveals the role of such communications as both enablers of co-creation processes between companies and consumers – and among consumers – and inputs for criticism with companies’ concern for society.

The effect of CSR (Corporate Social Responsibility) messaging on NCR-based businesses' public perception is the focus of this research. Case studies of five well-known organizations, interviews with ten CSR managers, and survey data from two hundred customers make up the research's mixed-method approach. Results show that CSR messaging has a major impact on brand recognition, credibility, and customer retention. According to the poll, the majority of customers (78%) are aware of corporate social responsibility (CSR) initiatives via digital channels, with social media having the most influence. Seventy percent of people also said they had more faith in businesses that are transparent about their CSR initiatives, and 65 percent said they are more likely to buy from organizations with strong social missions. Case studies demonstrated the efficacy of multi-channel solutions, and interviews with CSR managers emphasized the significance of honest and open communication. Companies in the NCR would do well to follow the study's recommendation and implement CSR procedures that are consistent, transparent, and engaging if they want to improve their reputation and attract loyal customers.

PurposeThe purpose of this study is to deconstruct the term “tribalism” for its application to foster context and industry-based corporate social responsibility (CSR) communication system in Nigeria.Design/methodology/approachThis research used both the qualitative and quantitative research methods of data collection; it is an in-depth survey with multiple data collection settings.Findings(1) There is a pattern of CSR communication across the three industries sampled. (2) CSR across three industrial sectors is much about “donation” and “gift”. (3) CSR functions are now in a stand-alone corporate communication department. (4) CSR communication lacks the participatory mechanism to really involve the host communities' concerns. (5) Across the four organizations, CSR communication is often as financial or annual reports. (6) There is a general feeling and understanding that CSR and corporate communication in corporate organizations in n Nigeria require a more participatory mechanism. (7) CSR policy in Nigeria is till much of legal enforcement and efforts to have a national CSR commission has gone beyond legislation process.Research limitations/implicationsThis research was only able to collect data from four selected organizations representing just three industrial sectors (freight-forward, banking/finance and insurance) in Nigeria. There was no external funding to capture more organizations.Practical implicationsThe first implication of the findings of this study is that, for the practice of CSR and communication by corporate organizations in Nigeria, the system is much a top-down and non-participatory. This means host communities and other stakeholders do not have considerable participation in the organization's CSR and communication process. The companies in this study select or budget for CSR interventions they consider valuable to communities in most cases. This pattern of CSR operation cuts across the four selected organizations in this study. Thus, it could be argued that this pattern is an industrial/national phenomenon because all the respondents indicated that their organizations operate CSR based on what other related companies do in Nigeria. Second, the fact that CSR and communication by corporate organizations in Nigeria are regulatory influenced means many organizations may try to evade CSR activities by not budgeting for it.Social implicationsMeanwhile, in this study, deconstructing the evolutionary perspective which sees tribe as a primitive form of organization and relation characterized by the absence of a centralized collaborative system, it is argued that tribalism can catalyze systemic participation and oneness. In line with this perspective, tribal corporate organizations in Nigeria would model an alliance for CSR and communication system on proximity of operational context, that is, Nigeria. Being part of a tribe, corporate organizations as against the public ones will represent an identity reference for social corporate communication in Nigeria.Originality/valueDespite the theoretical problematic issues raised by the notion of tribe, it is deconstructed in this study to define modes of social organization, and it reflects native perceptions of a changing collective identity. Thus, it is also argued in this study, that there will be an increase in works on tribalism in organization communication and CSR in Nigeria as emerging business and global market will continue to shape the operation environment.

What happens first between a corporate social responsibility (CSR) communication and a crisis can result in different levels of perceived cognitive dissonance and corporate hypocrisy depending on whether there is information inconsistency between the CSR communication and the crisis. This paper presents the findings from an experimental study and an online survey conducted and administered to investigate the contingency influence on consumer perceptions in response to inconsistent information. The results indicate that consumers experience greater cognitive dissonance and perceive more corporate hypocrisy when they are exposed, first, to a CSR initiative and then to a crisis, than when the order is reversed, provided that the CSR initiative and the crisis are congruent with the same social issue. However, there are no significant differences when the CSR initiative is incongruent with the crisis. Further, the findings of the study suggest that consumer cognitive dissonance not only directly influences the perceived corporate reputation, but also indirectly affects the perceived corporate reputation through a mediating effect of perceived corporate hypocrisy. The theoretical contribution of this study lies in providing a better understanding of consumer perceptions (including cognitive dissonance, perceived corporate hypocrisy and corporate reputation) in response to inconsistent CSR information. Meanwhile, the managerial contribution of this study stands by providing insights into the use of CSR communication strategies.

Businesses that promote corporate social responsibility (CSR) through their supply chains by requiring their suppliers to report on and otherwise communicate their CSR are doing a great thing, aren’t they? In this article, we challenge this assumption by focusing on the impact on small and medium sized enterprise (SME) suppliers when their large customer firms pressurize them to make their implicit CSR communication more explicit. We expose a ‘dark side’ to assumed improvements in CSR reporting within a supply chain. We present a conceptual framework that draws on previous research on communication constitutes organization (CCO) theory, implicit and explicit CSR, and Foucault’s governmentality. We identify and discuss the implications of three resulting dilemmas faced by SMEs: authenticity commercialization, values control and identity disruption. The overarching contribution of our article is to extend theorizing on CSR communication and conceptual research on CSR in SME suppliers (small business social responsibility). From a practice and policy perspective, it is not ultimately clear that promoting CSR reporting among SMEs will necessarily improve socially responsible practice.

Purpose The chapter develops a phase model of strategic planning in integrated corporate social responsibility (CSR) communication by presenting CSR as a mindset in communication processes. Design/methodology/approach The chapter provides rationales for establishing a new phase model of strategic planning in CSR communication by adapting existing models of strategic communications. In this context, the main focus is on the need to involve stakeholders in CSR communication processes (Morsing & Schultz, 2006). Findings The chapter argues that in the sense of CSR communication, stakeholders should be involved in the strategic planning process from the beginning, with respect to the issues that the corporation and targeted stakeholder groups have in common. Research limitations/implications The chapter concentrates on selected key aspects of CSR and CSR communication. In particular the aspects such as reputation, credibility, ethical alignment and stakeholder involvement are considered as prerequisites for understanding the construction of the phase model. Practical implications This chapter provides practical implications for developing communication concepts in CSR communication in daily business practice. Originality/value This chapter facilitates a comprehensive understanding of strategic CSR communication as part of CSR reflected in the development processes of communication concepts.

Using a national survey of US consumers, this study demonstrates the positive effects of corporate social responsibility (CSR) communication factors on consumers’ CSR knowledge, trust, and perceptions of corporate reputation. The study also examines the role of a stakeholder-specific factor of consumer–company identification in the process of CSR communication. The findings suggest that the positive effects of CSR informativeness are enduring and independent of consumers’ identification levels with a company, whereas the positive consequences of the personal relevance, transparency, and factual tone of CSR communication intensify as the identification levels increase. Although CSR communication in which a self-promotional tone is adopted has a negative relationship with consumer trust and corporate reputation, such negative effects are not evident among consumers with very high identification levels with a company. Such CSR communication in fact improves consumers’ CSR knowledge and, in turn, has a positive effect on corporate reputation.

The current land reform programme in South Africa is a prime example of the manner in which corporate social responsibility (CSR) initiatives can be applied in the agricultural sector. Land reform creates an opportunity for agricultural companies to develop CSR initiatives aimed at assisting emerging farmers by using their expertise to help them develop farming skills. For CSR initiatives to help build positive relationships between companies and their stakeholders, effective CSR communication is indispensable. This article discusses how agricultural companies should be conducting CSR communication, thanks to a number of normative guidelines. It also explores the manner in which Senwes, an agricultural company, communicates regarding CSR – particularly about programmes aimed at assisting emerging farmers – with one of its most important strategic stakeholders, commercial farmers. The findings suggest that Senwes’ CSR communication can be more comprehensive and continuous, that the annual and sustainability reports are not sufficient, and that additional information on assistance to emerging farmers should be communicated throughout the year. Senwes positively utilises a variety of media to communicate its CSR initiatives, which seems appropriate for, and accessible to, commercial farmers. It does, however, seem as if its CSR communication can be used even more effectively to contribute to stakeholder engagement, and to build and sustain positive relationships with commercial farmers.

PurposeThis paper aims to analysis the factors that explain the effectiveness of a corporate social responsibility (CSR) communication on Facebook by a hospitality company. Taking the affect transfer hypothesis (ATH) model as a basis, the influence of beliefs about the company (attributions and corporate image) is studied and variables related to the receiver (environmental consciousness and identification with the territory) as direct antecedents of the improvement of the attitude towards the company and attitude towards the post, which influence the intention to share the information.Design/methodology/approachThis study developed a quantitative study based on a structured questionnaire targeted at regular Facebook users. Specifically, this study used a stimulus-based method, designing a fictitious post by a leading Spanish hotel chain about an environmental initiative. The post, which was shown to the participants before they answered the questionnaire, provided information about the development of an environmental programme by the hospitality company in the region where the study was carried out. Specifically, this study measured two communication outcomes (the improvement in attitude towards the hospitality company and the user’s intention to share the information) and variables related to the receiver (environmental consciousness and identification with the territory), to the message (information’s usefulness) and to the company (image and attributions) as explanatory variables. This study obtained a final sample of 239 valid surveys respecting the socio-demographic profile of the target population. The hypotheses were tested using a covariance-based structural equations model approach (software EQS 6.1).FindingsThis study observed that the ATH model is valid to measure the effectiveness of CSR communication on Facebook. Thus, the intention to share a post about an environmental initiative of the hotel is explained by both the attitude towards the company and the attitude towards the information. Factors related to the company and the environmental consciousness of the individuals exert an indirect influence. This study also found that the attitude towards the post has a double influence in the model, in the sense that it enhances the attitude towards the company and, at the same time, has a direct influence on the intention to share the information.Research limitations/implicationsThis study must first mention the use of a non-probabilistic sampling procedure, which could condition the representativeness of the sample obtained. Another limitation of our research is the use of cross-sectional data instead of longitudinal data. This study can also consider as a limitation the specific business and geographical context in which it was developed. In addition, it will be interesting to analyze other types of CSR initiatives, focused on other stakeholders, as well as to consider how the creativity of the post (text, image and/or video) could influence the effectiveness of the communication.Practical implicationsCSR information can reveal a mix of business and social attributions. The first of these, a source of scepticism and distrust, will always appear, but these extrinsic attributions do not have a negative effect in all cases. To reach positive communication outcomes, in terms of an improvement in the attitude towards the hotel and the intention to share the post and viralize the information, it is important to assure that people perceive that the hotel has a real interest in benefiting society with its initiative. To achieve this, it is very important to have a good corporate image. Furthermore, CSR-related posts may catch the attention of and generate interest in environmentally conscious people, so we suggest including CSR information in companies’ brand content strategy on social network sites (SNS) on a regular basis.Social implicationsHospitality companies have to make people aware of CSR initiatives. This study suggests including CSR information in companies’ brand content strategy on SNS on a regular basis. These channels let companies create attractive and compelling stories, and if CSR initiatives are framed on them, companies will be able to generate emotional connection with consumers. Furthermore, social platforms are relational channels, so it is advisable to use a friendly tone to connect with the individuals. Their greater or lesser participation and the possible associated comments will give clues to companies about the feelings and perceptions of people regarding CSR, which has great value.Originality/valueSocial networks can be interesting vehicles to convey CSR information, although users’ reactions towards a CSR post on these platforms have not yet been explored. This study tries to cover this gap and to contribute to the hospitality literature by studying the factors that would explain two communication outcomes of a CSR post on Facebook, one internal outcome (the improvement of the attitude towards the brand) and the other external (the intention to share the information). Furthermore, the study is a pioneer in the application of the ATH model to measure the marketing effectiveness of social media in the hotel industry.

Small and Medium Enterprises (SMEs) in tourism are increasingly communicating their Corporate Social Responsibility (CSR) initiatives via their websites to build a positive image and promote customer relationships. This study examined such CSR engagement and communications by tourism SMEs in Nepal based on qualitative analysis of website content and in-depth interviews. Google search engine was used to select SMEs, and textual data were extracted from their websites. Following data saturation, a review of twenty-five websites was initially compared, and the obtained information was subsequently evaluated with information provided through individual interviews. Overall, CSR activities were largely practiced at a philanthropic level, and to some extent, at an ethical level. SMEs were primarily focused on activities related to social and environmental issues within the communities in which they operate. The results of this exploratory study provide an initial assessment of CSR among tourism SMEs in Nepal and could assist tourism associations/organizations with initiatives.