Growing corporate social responsibility communication through online social networking in Iran

Abstract

PurposeThis purpose of this paper is to investigate Iranian manager’s perceptions towards the use of online social networking (OSN) for improving corporate social responsibility (CSR) communication.Design/methodology/approachThe websites and Facebook pages of 23 companies that had won National Excellence Awards for CSR were reviewed in 2011, and 15 managers from across these participated in a survey, to assess the extent these companies used online facilities to develop CSR practices. These interviews raised awareness of the potential of OSN, so company websites and Facebook pages were reviewed again in 2013 to assess changes to CSR and OSN practices.FindingsDespite recognition for their high level of awareness and implementation of CSR practices analysis of the initial surveys indicated that OSN uptake among the respondent companies was poor in 2011. Managers saw little value in using OSN to promote and engage with CSR; however, the level of engagement and uptake had substantially increased by 2013.Originality/valueThis study is one of the first to evaluate the use of OSN to improve CSR in a developing country. The study examines managers’ perceptions of the effect of OSN on CSR. Findings suggest that once management became aware of the value of social networking, they used it to engage with stakeholders from the marketplace, community and workplace to promote their business and for CSR-related issues. This rapid uptake demonstrates how quickly OSN technology can be implemented once its potential is identified.