Social Responsibility Communication Research Articles

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.

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

Corporate social responsibility communication strategies of hotel companies

Corporate social responsibility communication strategies of hotel companies

Evaluating University Attributes and Their Influence on Students’ Attitudes: The Mediating Role of Social Responsibility Communication

Understanding the salience of university attributes assists institutions in developing messaging strategies (using social responsibility communication (SRC) initiatives) to meet students’ needs. This research examines which university attributes hold the greatest significance and importance for students selecting a higher-education institution (HEI), focusing on the role of SRC as a mediator. An online survey with a sample of 120 university students was conducted. The findings indicate that the cost of education, employment opportunities, physical aspects and resources, and university image are important attributes. The study shows that while university attributes significantly predict SRC (Model 1), neither university attributes nor SRC significantly predicts student attitudes (Models 2 and 3). The mediation analysis confirms that SRC does not mediate the relationship between university attributes and students’ attitudes, suggesting that factors other than university attributes and SRC may play a more critical role in shaping students’ attitudes.

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.

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.

Understanding Polarized Reactions to Sport CSR and Sustainability Communication on Social Media Through Dialogic Openness

Dialogic openness suggests that organizations should employ an agonistic approach to conversation, discussion, and listening when communicating with activist groups. This study applies this theoretical premise to corporate social responsibility communication in motorsport, specifically Formula 1, which has been increasingly communicating about sustainable initiatives on social media. Through quantitative content analysis, we analyzed 820 responses to 10 CSR-related tweets during the 2021 season. We found that reactions to the messages were mostly critical, from both the left and right political perspectives. More liberal viewpoints indicated that Formula 1 should do more to address sustainability, while more conservative viewpoints complained that Formula 1 should “stick to sports” and stop engaging in social issues. Both sides showed high levels of skepticism for the intentions behind the messages. Based on our findings, we suggest that sport organizations should use principles of dialogic openness foster deliberative communication around sustainability in sport.

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.

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.

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.

Community social responsibility of continued and appropriate use of silver amalgam as dental restorative material in southern India: A cross-sectional study

Background For more than 150 years, dental amalgam (DA) has been popular as a dental restorative material. Many organizations oppose its use due to perceived toxicity and environmental concerns. Hence, this study aimed to explore the continued use of DA from a South Indian dental practitioners’ perspective. Methods This cross-sectional study was conducted among fifty-two private and public dental practitioners of Udupi district in Southern India. A self‑administered questionnaire was distributed, that involved assessment of their preferences, continuation of use and concerns of using DA as a restorative material. The percentage contribution of each variable was calculated. Preferences for continuation of use of silver amalgam based upon the age, experience and mercury toxicity as a risk factor were analyzed using Students-t test and Fisher’s Exact Test test. Results Most dentists were satisfied (87%) with the results of the DA, found minimal failures (96%) and found DA more economical (89%). More than half (54%) of the participants reported that they would not continue the use of DA owing to mercury toxicity and environmental concerns. Dentists with higher age and longer clinical experience preferred continuation of DA. Conclusions Despite satisfaction with DA for its minimal failure, longevity and affordability, the authors found that most practitioners did not prefer its continued usage. This highlights their concerns over mercury toxicity and soft tissue lesions and accentuates their community social responsibility. There is also an urgent need to educate dentists on mercury hygiene, mercury waste management and disposal.

Cause-related marketing in tourism: how goal framing promotes consumer prosocial behaviours

Cause-related marketing is commonly regarded as an effective tool for tourism enterprises to bolster their commitment to sustainable practices, fostering environmental and social responsibility within their operations and offerings. However, despite this, there is limited research into the implementation of cause-related social marketing to achieve the sustainability goals of tourism enterprises. Consequently, this research leverages construal level theory to examine how goal framing in cause-related tourism marketing communications nudges consumers towards engaging in prosocial behaviours, with an explicit emphasis on the boundary conditions in which desired effects diminish. Results across two pilot studies and four scenario-based experiments demonstrate that the specific (vs. abstract) goal framing elicits a higher degree of prosocial behaviours through the critical role of empathy. Two moderating variables demonstrate the enhancement effect of specific goal framing is attenuated for consumers already high (vs. low) on the agreeableness trait and those who are primed with a cyclical (vs. linear) temporal perspective. Additional analyses and controls, including ruling out three alternative explanations, reinforce the reliability and validity of the results. This research provides evidence-based insights critical to amplify the effectiveness of cause-related corporate social responsibility initiatives in tourism, unveiling the specific mechanisms which underpin consumer responses to corporate social responsibility messages and communication framing. Future research should examine the critical role of goal framing in the social repositioning of tourism enterprises.

Case Study on Different Types of Corporate Social Responsibility (CSR) Communication on Social Media and Brand Loyalty: The Mediating Role of Brand Identification in the Dairy Industry of China

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.

News/Discussion Values and Interactivity in Corporate Social Responsibility Communication via Social Media

Social media have great potential to facilitate corporate social responsibility (CSR) dialogue between companies and their stakeholders, but two fundamental issues remain: how to encourage greater participation/dialogue and how to avoid the development of echo chambers, whereby participants merely reinforce their previously held views, potentially increasing the polarization of stakeholders. The problem of participation is grounded in people’s reluctance to comment on social media, and concerns with echo chambers arise when social media comments merely reinforce company statements. This research hypothesized that people’s willingness to comment increases when company replies are perceived to be contingent on past comments and when there is uncertainty, rather than negativity, in the comments. Results supported only the latter. Additionally, the study investigated the valence of comments and responses, exploring whether valenced comments engender potentially opinion-reinforcing echo chambers. Results showed that uncertainty tended to foster more interaction and questions, and that negativity inspired more negative comments.

Analysis of the Communication of Social Responsibility by Energy Companies in Romania

Abstract The awareness towards global changes has increased in recent years and has created pressure for energy providers to improve not only their activity but also the way they communicate their actions, initiatives and commitments and how they report them to the general public. Recognizing this imperative, in January 2022, the European Commission proposed the Corporate Sustainability Reporting Directive (CSRD) to revise and strengthen the existing Non-Financial Reporting Directive (NFRD). With the CSRD's help, sustainability reporting is getting a significant improvement. Now, everything is more transparent and matches up better than other reports created before because it was built around transparency first. This means way less guesswork for anyone needing this information whether it is an investor trying not to worry about their next big decision, consumers, or regulatory bodies. We analyzed the top 15 entities in the electrical energy production sector in Romania, based on their turnover reports at the end of their financial activities for 2022, and we wanted to find out how they articulated and showcased their commitment to social responsibility through their websites and non-financial reports. By examining these reports closely, we uncovered layers of commitment across different sectors from ESG pillars (environmental, social, and governance) – how businesses dedicated to sustainable growth and interacted with stakeholders and by looking closely at these reports, the analysis is not only a point of reference for industry practices but also a better understanding of social responsibility in the specific context of the energy sector.

Optimising corporate social responsibility communication in Asia: A comparative case study of Uniqlo and Shein

PurposeFast fashion brands in Asia are increasingly incorporating corporate social responsibility (CSR) into their business strategies in response to the mounting environmental and social concerns. The study aims to provide insights into the current landscape of CSR practices and communication within the Asian context through focusing on two prominent Asian brands to understand how these fashion brands articulate and convey their CSR activities on their respective websites.Design/methodology/approachThis study used a qualitative content analysis to critically evaluate the CSR communication used by Uniqlo and Shein, with the incorporation of signalling theory as a theoretical framework to discuss the observed elements on their websites.FindingsThe results indicate that the two Asian fast fashion brands actively engage in CSR’s environmental and social dimensions. Notably, the social dimension is more prominently expressed on both brands’ websites than on other dimensions. Through a nuanced interplay of colour, imagery and keywords, these Asian fast fashion brands strategically signify their commitment to environmental stewardship and stakeholder well-being.Originality/valueThis study fills a gap in the literature by examining CSR programs on Asian-owned fast fashion brands’ websites through the application of signalling theory. The research contributes to the theoretical foundation of CSR communication outcome research, offering actionable insights for marketers entering the Asian fashion market to enhance brand reputation and legitimacy.

Banking with purpose: the impact of CSR-S on customer behavior during the COVID-19

PurposeThis article examines the impact of banks’ corporate social responsibility communication through social media (CSR-S), electronic word of mouth (eWOM), and brand reputation on consumer behavior during the COVID-19 crisis, with a focus on purchase intention.Design/methodology/approachThe study employed a quantitative approach to analyze data from a survey of 621 Egyptian bank customers who followed the banks’ social media pages and interacted with CSR-S initiatives. A genetic algorithm selected the most relevant variables affecting purchase intention. A Bayesian regression model was used to analyze the impact of CSR-S communication, eWOM, and brand reputation on purchase intention.FindingsCSR-S initiatives, eWOM, and brand reputation were found to influence customer purchase intention. CSR-S initiatives can boost purchase intention by encouraging brand reputation and initiative sharing with friends and other customers. However, CSR-S negatively moderates the positive impact of eWOM and brand reputation on the predisposition to contract products and services with the bank.Originality/valueThis study addresses critical research gaps in CSR literature. Firstly, it examines the impact of CSR-S actions on customer behavior, a perspective less explored in previous research. Secondly, it investigates the intricate relationships between CSR-S, eWOM, brand reputation, and purchase intention, shedding light on their interplay, particularly during the COVID-19 pandemic. Additionally, this research extends CSR-S investigations to the competitive banking industry and focuses on a developing country context, enhancing the applicability of findings for Egyptian banks. Lastly, the study employs advanced methodologies to improve the accuracy of results.

Long-term Impact of Chinese Family Businesses on Earnings Management under the Sustainable Business Concept

This study aims to delve into the long-term impact of Chinese family businesses on earnings management under the framework of sustainable business practices. Considering the significant role of family businesses in the global economy, this paper focuses on the criticality of their earnings management strategies to economic stability. Employing an in-depth case study methodology, the paper analyzes several successful family businesses to explore the practical implications of sustainable business models on earnings management. The research reveals that integrating the concept of sustainable business into corporate culture and orienting towards long-term development can balance short-term gains with long-term sustainability, thereby fostering the robust growth of the enterprise. The conclusions of this paper emphasize the need for family businesses to concentrate on collective efforts in areas such as social responsibility, innovation upgrading, transparency, and effective communication to achieve long-term and stable development. This study provides practical guidelines for sustainable business strategies tailored for Chinese family businesses, aiming to create more favorable conditions and establish a solid foundation for future long-term development.