Corporate Social Responsibility Communication Research Articles

Investigating the Disclosure of Corporate Social Responsibility in International Hotel Chains

This paper examines how international hotels communicate Corporate Social Responsibility (CSR) on their websites. In particular, this study employs a corpus-based discourse approach to investigate the content and language included in the CSR reports of two international hotel chains, Marriott and Hilton. The aim is to understand the type of information reported as well as the discursive strategies employed to promote CSR performance with regards to economic, social, and environmental issues. The findings reveal several common themes in Marriott and Hilton’s CSR reports, highlighting their commitment to sustainability, ethical behavior, and community involvement. The importance of diversity and inclusion, organizational supervision, and responsibility is emphasized in the reports. Both hotel chains prioritize supporting local communities and upholding social responsibility through charitable efforts and leadership development programs. Environmental sustainability is a key focus, with efforts to adopt sustainable practices in an attempt to achieve long-term environmental goals. Further research will include a wider range of international hotel chains and incorporate social media analysis to provide a more comprehensive understanding of CSR practices in the hospitality and tourism industry.

Enhancing supportive intention through perceived legitimacy: Social media influencer leadership and charismatic legitimization in CSR communication

Partnering with social media influencers (SMIs) in corporate social responsibility (CSR) initiatives has become increasingly popular, but their role in conveying CSR initiatives remains unclear. Grounded in legitimacy theory and Max Weber’s concept of charismatic legitimation, this research investigates how SMIs’ leadership in opinion and taste impacts the normative and pragmatic legitimacy of CSR initiatives. An online survey of 491 U.S. influencer followers shows that perceived SMI opinion leadership enhances CSR normative legitimacy, which in turn increases stakeholders’ willingness to support. Our findings contribute to public relations and CSR research by highlighting the importance of CSR legitimacy, introducing charismatic legitimation to explain SMIs’ roles, and distinguishing between opinion and taste leadership. These insights help companies choose SMIs who enhance CSR legitimacy and support.

Corporate social responsibility on social media: a scoping review of the literature

Purpose The purpose of this study is to generate a better understanding of the nature of Corporate Social Responsibility (CSR) communication on social media. In fact social media are one of the most effective communication channels in contemporary business settings. Due to their inner characteristics, they should be the ideal channel for communicating CSR topics. Over the last 15 years, a variety of researches discussed the interplay between CSR and social media, resulting in a rather tangled body of knowledge. Design/methodology/approach This study proposes a scoping review of published academic literature at the intersection of these two research bodies (i.e. CSR and social media communication) to shed light on the nature of the communication, strategic challenges and practices, as well as their key factors and impact. Findings To date, academic research related to the nature of CSR on social media is fragmented and blurry. This research sheds light on the challenges of interactive social media communication in CSR and presents an account of key strategies, tactics and possible impacts for these challenging communication practices. Originality/value This research generates a better understanding of the nature of CSR communication on social media, strategic challenges and practices, as well as their key factors and impact. It is the tentative of generating a synthetic account of relevant literature in the field.

CSR Communication and the Polarization of Public Discourses: Introduction to the Special Issue

Corporate social responsibility (CSR) communication faces significant challenges due to an increasing polarization of public discourses. This polarization oversimplifies societal differences into “us versus them” dynamics, complicating consensus building and eroding trust in democratic processes. Traditionally, CSR communication research has focused on how organizations negotiate meanings between various stakeholders. However, the rise in polarization necessitates a broader research scope to understand its impact on CSR practices and organizational relationships. This Special Issue of Management Communication Quarterly explores these evolving challenges, analyzing how polarization reshapes CSR communication and outlining strategies for businesses to navigate this fragmented landscape. The issue also reflects on the broader role of corporations amidst tendencies of polarization and suggests directions for future research.

Morality or hypocrisy: The effect of hotel sustainability labels varies across different online review valence

Amidst growing emphasis on sustainability in the hotel industry, hotels are increasingly adopting sustainable practices. This trend extends to online platforms, where hotels showcase their sustainability labels as a form of advanced Corporate Social Responsibility (CSR). Such CSR communication is crucially influenced by how customers perceive the consistency of a hotel’s CSR efforts. In the sphere of online hotel booking, customer reviews play a pivotal role as other external clues, illustrating how well hotels fulfill their fundamental economic responsibility. Our study aims to investigate the interactive effects between hotel sustainability labels and the valence of online reviews on customers’ booking intentions. Based on attribution theory and several experimental studies, this research reveals that in the context of negative hotel review valence, the presence (vs. absence) of sustainability labels decreases customers’ booking intention due to an increase in perceived hypocrisy towards the hotel; conversely, in the context of positive hotel review valence, the presence (vs. absence) of sustainability labels enhances customers’ booking intention due to an increase in perceived morality towards the hotel. These findings contribute to the literature exploring hotel sustainability labels, online hotel reviews, and perceptions of hotel hypocrisy.

Opportunities or Challenges? The Interplay between Artificial Intelligence and Corporate Social Responsibility Communication

Opportunities or Challenges? The Interplay between Artificial Intelligence and Corporate Social Responsibility Communication

Information Management and User Engagement in Corporate Social Responsibility Communication: A Comparative Analysis of Chinese and Latin American Companies on WeChat and Facebook

China and America are world’s leading countries in technology, digitalization and advanced systems. Both countries seek to maximize their system qualities and customer-centered services to capture their engagement and long-term interaction. In this domain, this study investigated the impact of information system factors on users’ engagement with the mediation of corporate social responsibility (CSR). This study was structured according to quantitative methodology, wherein the data was collected through a survey questionnaire comprising close-ended questions on a Likert scale. The data was analyzed on SPSS 20 and AMOS 24.0. Using the SEM and specific indirect effects, the study encountered all designed paths as significant. Moreover, the comparative analysis revealed that both countries had a significant difference in terms of information system quality, CSR and user engagement with significance level >0.05 and 0.01. With these findings, this study shared valuable contributions, implications and suggestions for the policymakers, managers and IT experts that how far enhancing their information systems and their backend information and algorithms to gain an alleviated user engagement

(In)effective communication about social responsibility? Examining large european businesses in the Czech Republic

Purpose – Businesses are expected to be socially responsible by engaging in Corporate social responsibility (CSR) and even the Creation of shared values (CSV). The aim of this contribution is to critically explore whether large European businesses operating in Czechia, recognized as social responsibility leaders, effectively communicate CSR as opposed to their competitors. Research methodology – A case study with three stages was conducted. First, 35 large European businesses were identified, which repeatedly ranked among the TOP 25 Czech companies with the highest social responsibility BpS synthetic index, and their 15 competitors. Second, an Internet search and content analysis of Websites of these 50 companies was performed to categorize and assess how they report about their socially responsible behaviors. Third, leading Czech disinformation websites were examined for evidence of tacit cooperation with the disinformation scene in the form of support via advertising. Findings – The study revealed that large European businesses, recognized as social responsibility leaders, communicate extensively about their social responsibility. However, the effectiveness of such communications is controversial. In addition, a significant part of these businesses were found to be tacitly associated with disinformation platforms, which are completely at odds with with basic social responsibility concepts. Research limitations – The qualitative nature of the case study does not allow direct generalizations. Practical implications – The visualization of the juxtaposed results via comparative and complementary tables leads to pioneering propositions about the interest and lack of maturity regarding social responsibility, very diverse degrees of effectiveness of the communications, and even several alleged leaders failing in their efforts. Originality/Value – It is the first study to compare CSR communications by alleged white sheep and black sheep, while having consistency tested by association with disinformation websites. The generated propositions call for further longitudinal and multi-jurisdiction studies to verify and enhance the awareness about efficient, effective, mature and consistent social responsibility in the EU.

Corporate social responsibility communication strategies of hotel companies

Corporate social responsibility communication strategies of hotel companies

Shifting sands: the use of marketing communication strategies in corporate social responsibility disclosure in the United Arab Emirates

Purpose This study aims to investigate the evolution of sustainability reporting in the United Arab Emirates (UAE) against a backdrop of changing legislation. It uses qualitative content analysis within the corporate social responsibility (CSR) communication framework proposed by Kotler and Lee (2005) to investigate how corporations in the UAE disclosed information on their CSR activities in 2018 and 2023. Design/methodology/approach The authors refer to the CSR communication framework proposed by Kotler and Lee (2005), which puts forward a set of marketing communication strategies that can be used to promote a corporation. The authors identify the strategies used by the top 14 companies operating in the UAE in their CSR disclosure in the fall of 2018 and the spring of 2023, respectively. The authors note any changes that have occurred over time and differences between the distinct business sectors. Findings The findings indicate a continuing reliance on the marketing communication strategies associated with corporate philanthropy, cause promotion and being a good corporate citizen. All of the corporations in the study showed evidence of engaging in an increasing diversity of CSR initiatives and a corresponding diversity in the marketing communication strategies they used to promote them. Practical implications Corporations wishing to promote themselves through their CSR activities and build a positive reputation would do well to select a diverse set of CSR activities communicated in a variety of ways. Originality/value To the best of the authors’ knowledge, this study is the first longitudinal, comparative study examining the CSR marketing strategies of the top corporations in the UAE. As such, it contributes to the ongoing debate on CSR in the Middle East in general and to understanding more about the approach as well as the changes in approach to CSR in a Muslim-majority Middle-eastern and secular developing economy, the impact of CSR legislation and government regulation on CSR disclosures in different business sectors and the promotional opportunities afforded by effective CSR disclosure within the UAE in particular.

The effect of corporate social responsibility hybridity on firm performance: moderating role of aspirational talk

PurposeThis study explores a novel conception of corporate social responsibility (CSR) hybridity and investigates its effect on returns following CSR announcements and the moderating role of aspirational CSR talk.Design/methodology/approachBased on an event study of 136 Chinese companies’ CSR announcements, this study empirically insights into an overall tension between the short-term firm performance (FP) loss and medium-term FP success of CSR hybridity.FindingsFirst, CSR hybridity has a negative impact on short-term FP. Second, although there is positive effect on medium-term FP, this influence is not permanent. Third, aspirational CSR talk has a moderating role on the positive relationship between CSR hybridity and FP. These results point to the unique features of hybridity that require time to diffuse the impacts.Originality/valueFirst, by adopting new concept of CSR hybridity, this study contributes to the literature by considering better solutions to integrate strategic CSR. Second, by investigating the complexity of the CSR hybridity–FP dialogue, the results provide insights into the questions of why and when organizations could be incentivized to adopt hybrid CSR approaches. Third, this study contributes to the CSR–FP and stakeholder literature by demonstrating that aspirational talk is key in CSR’s medium-term success. The implication of this is a growing pressure on companies’ CSR communications with investors through managerial talk that depicts organizational ambitions for CSR engagement.

CSR communication in hospitality: Fostering hotel guests’ climate (change) engagement

This study aimed to explore effective corporate social responsibility (CSR) communication strategies to increase hotel guests’ engagement in climate change initiatives. Utilizing regulatory fit theory and construal level theory, three scenario-based experimental designs were devised. These designs empirically analyzed the responses of 1500 hotel guests to 12 different types of CSR communication messages. Framed along goal framing (either gain or loss) and temporal/spatial/social distance (either far or close), these messages allowed guests to articulate their attitudes and behaviors concerning climate change engagement. All three experiments revealed that CSR communication became more persuasive with regulatory fit, leading to increased intentions for green word-of-mouth (green WOM) and a willingness to pay a green premium (green WTPP). To further validate the findings, the study also investigated the moderating effect of temporal/spatial/social distance on message framing. We found that temporal distance amplified the congruence between goal framing and regulatory focus, resulting in heightened green WOM intentions. Social distance also increased this alignment, resulting in heightened green WOM intentions and green WTPP. This study contributes to the literature on hotel guest climate (change) engagement by examining the concept through CSR communication strategies. It offers a valuable perspective on the nexus of guest engagement, CSR, and sustainability, contributing uniquely to theory and practice in these interconnected fields.

BUSINESS SCHOOL FACULTY PERCEPTIONS OF CSR INITIATIVES ON COLLEGE/UNIVERSITY ORGANIZATIONAL CITIZENSHIP BEHAVIOR: THE MEDIATING EFFECT OF ORGANIZATIONAL IDENTIFICATION

Purpose-This study aims to explore the influence of faculty perceptions of corporate social responsibility (CSR) on their engagement in organizational citizenship behavior (OCB) within Nepal's Business school settings, with organizational identification tested as a mediator. Design/Methodology/Approach: Data were collected from 298 full-time and part-time Business school faculty members, both inside and outside Kathmandu, using a self-administered questionnaire. Step-wise regression analysis was employed to assess the research hypotheses. Findings: The findings indicate a positive relationship between faculty perceptions of CSR initiatives and their engagement in OCB. Additionally, organizational identification was found to be positively associated with OCB and partially mediated the relationship between CSR perceptions and OCB. Practical Applications: These results suggest that enhancing faculty perceptions of CSR could foster greater engagement in OCB, thereby benefiting organizational effectiveness and culture within Business schools. Strategies focusing on CSR communication and fostering organizational identification among faculty may be effective in promoting desired behaviors. Originality/Value: This study contributes to the literature by integrating insights from social identity theory and perceived external prestige theory in examining CSR perceptions and OCB among faculty in a specific cultural and organizational context, offering practical implications for management practices in educational institutions.

Participatory Communication of Corporate Social Responsibility by PT Pertamina Patra Niaga Integrated Terminal Gorontalo in the KAIL (Komunitas Hasil Laut) Program in Tenda Subdistrict, Gorontalo City

Participatory Communication of Corporate Social Responsibility by PT Pertamina Patra Niaga Integrated Terminal Gorontalo in the KAIL (Komunitas Hasil Laut) Program in Tenda Subdistrict, Gorontalo City

Sustainability communication in marketing: a literature review

Purpose This study aims to explore the foundations and current research streams of sustainability communication (SC) within the marketing field through a comprehensive analysis of the existing literature. Furthermore, it identifies promising areas, gaps, and guides for future contributions in SC literature. Design/methodology/approach This study relies on a sample of 103 articles published in high-ranked marketing journals. Through co-citation and qualitative thematic analyses, it examines a network over the foundations and central themes in current literature. Findings In the marketing field, the foundations of SC rest on institutional and stakeholder theories, corporate social responsibility (CSR) communication and its effectiveness, green advertising, ethical consumerism and marketing strategies, and social marketing for sustainable consumption. Additionally, the analysis reveals four core current themes: reporting sustainability, sustainability advertising, consumer reactions, and promoting pro-sustainable behaviour. Research limitations/implications This paper defines the foundations and boundaries of SC in marketing based on a comprehensive evaluation of existing research. By doing so, it offers a valuable reference for future research, enabling scholars to understand better the past and current state of SC in marketing and to identify areas for further investigation. Practical implications Businesses and marketers can use the findings to develop more effective SC strategies and to focus on the main topics that require their attention. Social implications This research is of societal importance because it deepens our understanding of SC in marketing. It illuminates uncharted territory and helps decision-makers across sectors create a more sustainable future. In essence, this research enriches society by promoting sustainability awareness and guiding the development of practices that emphasize the value of SC. Originality/value This study advances previous literature reviews on SC in the marketing field by providing a roadmap for researchers to delve deeper and contribute to the field of SC in marketing, advancing our understanding of the importance of organizations effectively communicating their sustainability strategies to stakeholders.

Employee Engagement with Corporate Social Responsibility (CSR) During the COVID-19 Pandemic: Ethical Judgments and the Path to Positive Word-of-Mouth

ABSTRACT The interplay between corporate social responsibility (CSR) and employee commitment has been viewed positively. However, the COVID-19 pandemic prompted employees to question the value of their organizations’ CSR initiatives, especially when they are not the direct recipients. This study explores the influence of employees’ ethical judgment of their organizations’ CSR initiatives on employee engagement. Drawing on social exchange theory (SET), a theoretical model was constructed to examine CSR communication during the crisis. Survey data indicates that employees’ favorable ethical assessments of their organization’s CSR efforts during COVID-19 correlate with increased participation in CSR programs, heightened organizational commitment, and a greater propensity to engage in supportive WOM behaviors. The study also shows the mediating roles of employees’ CSR communication engagement and organizational commitment in the nexus between ethical judgment and positive WOM actions. Implications for theory and practice are discussed, underscoring the critical role of ethical judgment in employee communication during unprecedented times.

CSR research in the hotel industry: how it relates to promoting the SDGs

PurposeResearch suggests the hotel industry has grown to integrate corporate social responsibility (CSR) programs towards addressing issues relating to the sustainable development goals (SDGs). Nevertheless, how the progression of research has influenced the field of CSR and the SDGs remains unexplored. This paper aims to address the knowledge gap.Design/methodology/approachThe research is based on a review of 230 papers from Scopus Indexed Journals – both mainstream and specialty. A content analysis was conducted to identify the major themes and the evolution of CSR research in the hotel industry.FindingsRecent CSR research has tended to shift towards issues such as CSR communication and reporting from its earlier focus on the perceptions and practices of CSR. The SDGs, in general, and environmental sustainability, in particular, remain on the periphery of hotel industry’s CSR initiatives. This raises concern about the ability of CSR programs to facilitate the SDGs by 2030. This study highlights that both stakeholders (e.g. consumers, employees) and business forces (e.g. financial bottom line) can shape the hotel industry’s CSR strategies in contributing to the SDGs and greater sustainability.Originality/valueThe research advances the CSR and sustainability literature by undertaking a comprehensive review of business research on CSR in the hotel industry focusing on the SDGs, and advancing and facilitating discussion on existing knowledge in this field and how the field can be further developed.

Corporate social responsibility communication after COVID-19: what values for practical implementation of the SDGs?

PurposeIn line with the growing trend of companies focusing on achieving sustainable development goals (SDGs), this research paper aims to propose a classification of values of socially responsible companies aligned with the SDGs that these companies could fulfill.Design/methodology/approachThe authors’ carried out a qualitative semiotic analysis of four companies as part of the corporate environmental communication initiative to focus on the corporate values conveyed in the messages. Using thematic analysis, the authors’ identified the SDGs achieved by their actions. By coding the values and the SDGs, the authors’ performed a top-down hierarchical classification, linking the value system to the SDGs.FindingsThis research unveils various relationships between corporate communication values and the practical implementation of specific SDGs. This paper sheds light on the central role of utilitarian values in achieving SDGs 7, 8, 9, 10, 11 and 13 and highlights the importance of existential values in reaching SDGs 8, 9, 10, 12, 11 and 17. Conversely, no utilitarian values contribute to the realization of SDGs 7, 8, 11, 13 and 17, while no existential values enable the achievement of SDGs 7, 12, 13 and 17.Originality/valueThis research makes a valuable contribution to the achievement of the SDGs by adopting a streamlined approach that aligns with specific company values. The classification of values by SDG provides an in-depth understanding of commitments toward these goals and promotes more coherent integration into corporate culture and business practices. This approach ensures that sustainable progress is aligned with the values communicated in their long-term strategy, enabling businesses to effectively address crises.

The Influence of Financial Self-efficacy on Financial Inclusion in Tanzania

This study investigates how Corporate Social Responsibility (CSR) information is communicated on the websites of tourism firms in Tanzania. Specifically, the study assesses the quantity, prominence and style of presentation of CSR information on the websites. Data was collected through a content analysis of the websites of the member firms of the Hotel Association of Tanzania (HAT) and Tanzania Association of Tour Operators (TATO). The findings reveal that about 50% of tourism firms disclose their CSR information on their websites. Also, about 57% of tourism firms disclose a minimal amount of CSR information (1 to 2 pages), 31% place their CSR information prominently on the homepage, 54% present their CSR information using textual format only and 38% of websites allow interaction with stakeholders for inquiries and feedbacks. Moreover, the study highlights that hotels are more effective in utilizing websites for CSR communication than their tour operators, suggesting that firm size and industry subsectors influence variations in CSR communication practices. The findings imply that tourism firms in Tanzania recognize the crucial role of websites in corporate communication including CSR communication. However, tourism firms need to improve their CSR web communication by enhancing the volume, prominence, multimedia-rich content and interactivity of web-based CSR communications. Further research focusing on specific subsectors and exploring strategies for enhancing CSR communication on tourism websites could provide valuable insights.

Corporate Social Responsibility Communication on the Websites of Tourism Firms in Tanzania

This study investigates how Corporate Social Responsibility (CSR) information is communicated on the websites of tourism firms in Tanzania. Specifically, the study assesses the quantity, prominence and style of presentation of CSR information on the websites. Data was collected through a content analysis of the websites of the member firms of the Hotel Association of Tanzania (HAT) and Tanzania Association of Tour Operators (TATO). The findings reveal that about 50% of tourism firms disclose their CSR information on their websites. Also, about 57% of tourism firms disclose a minimal amount of CSR information (1 to 2 pages), 31% place their CSR information prominently on the homepage, 54% present their CSR information using textual format only and 38% of websites allow interaction with stakeholders for inquiries and feedbacks. Moreover, the study highlights that hotels are more effective in utilizing websites for CSR communication than their tour operators, suggesting that firm size and industry subsectors influence variations in CSR communication practices. The findings imply that tourism firms in Tanzania recognize the crucial role of websites in corporate communication including CSR communication. However, tourism firms need to improve their CSR web communication by enhancing the volume, prominence, multimedia-rich content and interactivity of web-based CSR communications. Further research focusing on specific subsectors and exploring strategies for enhancing CSR communication on tourism websites could provide valuable insights.