Abstract
As social media becomes an essential tool for disseminating Corporate Social Responsibility (CSR) initiatives, there is a lack of academic discussion on how to effectively match different CSR models with communication strategies. This paper explores the theoretical foundations and practical applications of such matching on the Weibo platform based on established classifications of CSR models (Cultivating Goodwill, Compensating, and Corrective) and communication strategies (Broadcasting, Reacting, and Engaging). By analyzing CSR-related content published by Chinese companies on Weibo, the study finds that Corrective CSR matches best with engaging strategies, Compensating CSR aligns well with reacting strategies, and Cultivating Goodwill CSR tends to adopt broadcasting strategies. This research not only validates theoretical assumptions regarding CSR communication but also provides practical guidance for companies to optimize their social media communication strategies. Future research could further examine the impact of these matches on public sentiment and behavioral responses.
Published Version
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