Corporate Social Responsibility Communication Research Articles

Eco-engagement: Tracing CSR communication's ripple effect on consumer hospitality loyalty

This research investigates the impact of Corporate Social Responsibility (CSR) communication by hospitality organizations in a developing country on shaping customers' green loyalty. The study, drawing data from hospitality customers, emphasizes the mediating effects of customer-company identification and trust, while also highlighting the moderating role of customer environmental concern. Using the SMART-PLS software for analysis, findings show that CSR communication, especially via social media, significantly promotes green loyalty. The study also establishes the key roles of customer-company identification, trust, and environmental concern in this dynamic. The results underscore the potential of strategic CSR communication to not only enhance corporate reputation and customer loyalty but also promote environmental sustainability in the hospitality sector. These findings have pivotal implications for both academia, by providing insights into consumer behavior in the face of CSR communications, and for the industry, emphasizing the importance of genuine CSR initiatives and effective communication strategies.

Analyzing Media Impact on Public Engagement with CSR Practices

This study examines the impact of media on public engagement with Corporate Social Responsibility (CSR) practices using a qualitative approach. The focus of the analysis is on the narratives formed by digital and traditional media and their influence on public perceptions of CSR activities. Data were gathered from content analysis of 100 news articles and 50 social media posts related to CSR activities of five multinational companies over the past year. The results indicate that consistently positive media narratives about CSR tend to enhance company reputation and public support, while negative exposure triggers less favorable public reactions. The study also found that influencers and digital activists play a crucial role in shaping online discourse about CSR, significantly influencing public perceptions. These findings suggest that companies need to design effective CSR communication strategies and continuously monitor and evaluate these strategies to ensure sustained positive impact on public engagement with CSR activities

Examining the Role of HRM Practices in Fostering Employee Engagement Towards CSR Initiative.

This paper investigates the pivotal role of Human Resource Management (HRM) practices in fostering employee engagement towards Corporate Social Responsibility (CSR) initiatives within organizations. CSR has become a cornerstone of modern business strategy, acknowledging its significance in promoting sustainable practices and societal well-being. Employee engagement serves as a crucial link between CSR initiatives and organizational success, influencing attitudes, behaviors, and commitment levels among employees. Drawing upon existing literature and empirical evidence, this research provides insights into how HRM practices can effectively nurture and sustain employee engagement towards CSR, thereby contributing to enhanced organizational performance and social impact. [1] Theoretical frameworks such as Social Exchange Theory and Psychological Contract Theory are utilized to understand the mechanisms through which HRM practices shape employee attitudes and behaviors towards CSR. Social Exchange Theory elucidates how HRM practices serve as indicators of organizational support and commitment, fostering reciprocity and engagement among employees towards CSR goals. Psychological Contract Theory highlights the role of HRM practices in shaping the implicit expectations and obligations between employees and organizations, influencing perceptions of trust, fairness, and mutual respect, which in turn drive engagement towards CSR. [2] The paper explores key HRM practices that play a vital role in fostering employee engagement towards CSR initiatives, including recruitment and selection, training and development, performance management, and rewards and incentives. It discusses how organizations can integrate CSR considerations into these practices to create an enabling environment that motivates and empowers employees to actively participate in CSR efforts. Furthermore, implications for HRM practice are outlined, emphasizing the need for strategic alignment between HRM and CSR objectives, leveraging technology and communication channels to enhance employee engagement, and fostering a culture of transparency and accountability. DOI: https://doi.org/10.52783/tjjpt.v45.i02.6106

The asymmetric effect of corporate reputation communication on flagship and non‐flagship product evaluations

AbstractThis research investigates how corporate reputation communications, specifically, those that focus on corporate ability (CA) versus corporate social responsibility (CSR), impact consumer evaluations of flagship products and non‐flagship products. Across five studies utilizing different research methods (survey, eye‐tracking, and experiments), we demonstrate an asymmetric effect of corporate reputation communication on product evaluations, dependent on the product's flagship status in its company's product portfolio (i.e., all products owned and marketed by a company). Specifically, while CSR is more conducive to consumer evaluations of flagship products, CA is more beneficial for evaluations of non‐flagship products. Such effects are more prominent when consumers lack detailed product attribute information. Given the strategic importance of flagship products to a company, this work adds to the emerging body of research on CSR communication by highlighting its advantage in bolstering consumer evaluations of flagship products.

Corporate social responsibility communication in the football industry: Evidence from Juventus football club

This study investigates the CSR communication and reporting practice of professional football clubs to examine the range, variety, and visibility of their CSR information communicated to stakeholders. Adopting a case study strategy, this study focuses on Juventus football club (hereby Juventus). NVivo 12 is employed as a qualitative content analysis method to measure the CSR information communicated through the club's 2019/2020 sustainability report and official Facebook page within the same timeframe. The communicative approaches and information variety differ across the two communication channels. The most represented CSR topics in the sustainability report are "society and community" and "education", addressed with a backward-looking approach. Whereas the CSR-related Facebook posts have a more forward-looking approach when addressing certain topics such as "health" and the "Covid-19" pandemic and its impacts on the club. Nevertheless, Facebook users seem to be less engaged by the CSR-related Facebook posts, compared to those dedicated to football-related topics, as confirmed by the limited numbers of "likes" or "reactions" across certain posts with CSR-related messages.

Exploring millennials’ digital CSR communication expectations from Indonesian unicorn companies

Corporate Social Responsibility (CSR) communication is a conduit for companies to engage with the public. This research delves into millennials’ digital CSR communication expectations from Indonesian unicorn companies. Digital CSR initiatives aim to bridge the gap between corporate needs and public expectations. Public expectations encompass beliefs, attitudes, and anticipations. The study focuses on five Indonesian unicorn companies—Gojek, Tokopedia, OVO, Traveloka, and Bukalapak. Data collection involved interviews with millennials who follow the Instagram accounts of unicorn companies. Findings reveal diverse millennial expectations generated through CSR communication on Instagram, spanning visual message representation, media utilisation, and prospective CSR programs. Storytelling emerges as a pivotal method for conveying expectations via Instagram accounts. Moreover, Instagram is not the sole medium utilised for CSR communication. Follower interest underscores the necessity for sustained, long-term CSR programs. Positive engagement, such as likes, shares, and comments, represents a tangible manifestation of the millennials’ positive response to the content shared by these companies.

CSR attribution: Is it the cornerstone of CSR success?

PurposeThe current study aims to propose and empirically investigate a conceptual model of the most relevant antecedents and consequences of Corporate Social Responsibility (CSR) attribution, thus providing a practical and concise model as well as examining brand attachment as a mediator explaining the relationship between CSR attribution and its consequences.Design/methodology/approachA between-subjects experimental design was employed. The study included two experimental conditions; intrinsic and extrinsic CSR attribution and a control condition. An online self-administered survey was utilised for data collection. The sample was a convenience sample of 336 university students. Both one-way between-groups ANOVA and Partial Least Squares-Structural Equation Modelling (PLS-SEM) were utilised for hypotheses testing.FindingsThe most significant antecedents of CSR attribution in order of importance are the firm's approach to CSR communication, past corporate social performance, CSR type and the firm's call for customers' participation in its CSR. CSR attribution exerted a significant direct positive impact on brand attachment and trust. Three significant indirect consequences of CSR attribution were PWOM intention, purchase intention and brand loyalty intention. Whereas trust played a significant mediating role between CSR attribution and its three indirect consequences, brand attachment exerted significant mediation only between CSR attribution and brand loyalty intention. Brand attachment might mediate the relationship between CSR attribution and purchase intention. However, brand attachment failed to play a mediating role between CSR attribution and PWOM intention.Originality/valueSeveral studies marginally investigated CSR attribution. Despite the vital role of CSR attribution in how consumers receive firms' CSR engagement, the availability of CSR attribution-centric studies is limited. By introducing a model of the most relevant antecedents and consequences of CSR attribution, this study aids in understanding the psychological mechanism underlying consumers' CSR attribution and provides valuable implications.

The moral foundations of responsible business: Using computational text analysis to explore the salience of morality in CSR communication

Morality is an integral part of Corporate Social Responsibility (CSR). However, the academic debate so far has mostly stated the importance of morality from a purely theoretical perspective, without empirically assessing it. We, therefore, draw on the moral foundations dictionary to conduct an automated content analysis of corporations’ (N = 277) annual CSR reports (N = 5010) over a period of 22 years. Looking into Germany, the United Kingdom, and the United States, we investigated morality salience, differences across sectors, countries, and over time as well as the association of morality with different stakeholder groups. Results inform the broader debate on CSR and morality and highlight avenues for future research.

The Impact of Company Field Trips and Representative Image on Students’ CSR Knowledge Sharing Intentions

This study examines the effect of company field trips on Vietnamese university students’ corporate social responsibility (CSR) awareness and their intentions to share CSR-related content. Utilizing pre- and postvisit surveys among 136 students, the research reveals that these trips significantly enhance students’ understanding of CSR, particularly its ethical dimensions, and encourage them to share CSR information through social media and word-of-mouth. The research also finds that the perceived image of the company representative plays a critical role in shaping students’ intentions to disseminate CSR information, with complex interactions affecting their overall CSR perceptions. These findings underscore the importance of field trips in CSR education and suggest that both companies and educational institutions should focus on ethical and legal aspects of CSR communication to maximize its impact.

Unlocking the Power of Corporate Social Responsibility Communication in the Online Sphere: A Systematic Exploration

Socially responsible behavior is evolving due to changing economic, social, and environmental landscapes. This has led to a growing interest in sharing corporate social responsibility activities online, known as CSR (corporate social responsibility) web communication. However, there has not been a comprehensive study that has provided a complete synthesis of knowledge in this field or has outlined research trends, existing gaps, and future directions. Through a systematic review of 141 articles published from 2006 to 2023, four core research themes were identified: (1) motives behind CSR web communication, (2) evaluation of the level of CSR web communication, (3) the role of stakeholders in the process of CSR web communication, and (4) CSR web communication strategy. The scattered research highlights the need for more focused investigation. In particular, future research should focus on understanding what stakeholders require in CSR web communication, evaluating how they perceive its value and benefits, and investigating the relationship between CSR web communication and a company’s economic performance.

Airline environmental sustainability actions and CSR impact on customer behavior

Sustainability and Corporate Social Responsibility (CSR) are growing concerns among passengers and airlines. However, the communication of such actions by airline companies is underexplored. Accordingly, this study aims to analyze airlines' CSR and Environmental Sustainability Actions (ESA) communications' impact on customer loyalty, through a Relationship Marketing (RM) perspective. Following a text-mining approach, 6181 Facebook comments were collected. A word frequency matrix was created from the collected data and used as input for PLS-SEM to test raised hypotheses. Results suggest that communication based on ESA and CSR positively affects behavioral loyalty and commitment. RM moderated ESA's communication impact on customer loyalty but not on the relationship between CSR communication and loyalty. These findings suggest that communicating environmental efforts positively affects customer loyalty, providing airline managers with valuable insights that should be considered within communication strategies to enhance return and customer retention.

Corporate Social Responsibility (CSR) Communication Strategy of PT Anugrah Argon Medica Bekasi City Branch in Maintaining Company Image

The purpose of this research is to find out and clarify how the Corporate Social Responsibility (CSR) Communication Strategy in Maintaining the Company's Image at PT. Anugrah Argon Medica Bekasi City Branch. An insider at PT acted as the main informant in this research Anugrah Argon Medica Cab. Bekasi city. The research uses qualitative descriptive methods. This research uses a case study methodology. Researchers used data collection strategies, observation, interviews and documentation in addition to conducting in-depth exploration obtained from informants. The role of a good and targeted communication strategy for the company is one of the causes for maintaining a good image for the business. To fulfill CSR objectives at PT. Anugrah Argon Medica Bekasi City Branch in maintaining the company's image. Therefore, persistence, self-control, professionalism and knowledge of communication techniques for delivering and implementing CSR are required.

Navigating the myriad of corporate quality standards: a CSR and stakeholder perspective

Quality standards (QS) (e.g., ISO 9001) play an important role in assuring the quality of goods and services for organizational stakeholders on a global scale. Recent work has highlighted the role of QS in communicating corporate social responsibility (CSR) practices to a firm’s stakeholders making both the QS adoption decision and the timing of adoption of immense strategic importance to top managers. However, the types of QS and their intended and unintended beneficiaries vary widely, making it difficult for managers to choose QS that are in accord with their CSR goals. Further, current economic (cost/benefit) and institutionally-based theoretical approaches do not provide managers with adequate guidance in making strategic adoption decisions. Rapid developments in QS practices have also made it difficult for researchers to incorporate them into CSR theory. Drawing upon a literature review of QSs and stakeholder theory, this study presents a QS framework and taxonomy that integrates QS adoption timing and beneficiaries. The framework also presents four configurations of QS adopters and their associated beneficiary stakeholder groups, enabling both researchers and practitioners to more completely understand the complex nature of stakeholder pressures on organizations.

Analysis of the Effectiveness of Implementation of Corporate Social Responsibility (CSR) Perisai Bumi by PT. Pertamina Gas in the Kab. Indramayu

One of the Corporate Social Responsibility (CSR) initiatives in state-owned enterprises (BUMN) is the partnership program, specifically tailored for the development of micro, small, and medium enterprises (MSMEs). The goal is to foster sustainability, independence, and competitiveness among these enterprises, utilizing funds derived from BUMN profits. This research aims to investigate the implementation of the CSR program and the long-term impacts it has on the company, with a specific focus on PT. Pertamina Gas. The research employs a qualitative approach utilizing descriptive research methods. Within this study, the researcher adopts one of Ralph Tench's theories and introduces a theoretical model that addresses the primary communication factors for CSR from the company's perspective. This model aims to answer the question, 'How can CSR communication be carried out more effectively?' The model comprises four key elements: communication, subject of communication, form of communication, and content of communication

Analysis of Corporate Communication Strategies in Enhancing Company Image

This research has the main objective to investigate how PT. XYZ utilizes social media as a means to improve its corporate image. This research adopts a descriptive qualitative approach with an in-depth focus on PT XYZ. We analyzed the various communication strategies they implemented, including the application of P.E.N.C.I.L.S and RPAE theories, as well as conducted a SWOT analysis to identify the strengths, weaknesses, opportunities, and threats faced by the company. In addition, we also conducted surveys and interviews with the corporate communication department. The results revealed that PT XYZ succeeded in building a positive image by implementing an effective corporate communication strategy. This strategy includes Corporate Social Responsibility (CSR) activities, quality service, social and environmental responsibility, and attention to safety. In addition, we found that PT XYZ is also active in customer acquisition (CA) strategies on social media platforms, such as Twitter, regardless of the company's reputation. Information strategies are used more often than response and engagement. However, some experts argue that engagement may be more effective in achieving CSR goals. In addition, CSR communication is more focused on the outcomes produced by CSR actions rather than the concrete ways such actions are taken, in line with consumer interests and expectations. In conclusion, this study provides important insights into PT XYZ's successful corporate communication strategies in building its positive image through social media. These discoveries can serve as a helpful roadmap for other companies seeking to enhance their corporate communication strategies in social media. Therefore, this study holds the promise of making a beneficial impact on advancing corporate communication practices in the ever-expanding digital era.

Critical Review of Content Analysis Studies on Corporate Social Responsibility

This critical review examines three selected papers that employed content analysis to investigate Corporate Social Responsibility (CSR) communication issues. The advantages of content analysis include non-reactivity, non-obtrusiveness, and the ability to conduct longitudinal studies using archive materials. However, it also suffers from time-consuming analysis, subjectivity in coding, and the disregard for context. The studies share a common focus on CSR communication issues and the utilization of content analysis. They highlight stakeholders' visibility, prominent CSR issues, and the tone of coverage in newspapers. Nonetheless, differences exist in the geographical scope and methodological transparency. In conclusion, content analysis offers valuable insights into CSR communication issues, but its limitations must be addressed. Future research should adopt systematic and transparent sampling and coding techniques, compare different newspapers and cultural contexts, and consider combining content analysis with other methods for a comprehensive understanding. Expanding research across various countries and considering cultural dimensions promises richer data and deeper insights into CSR framing by business newspapers.

Corporate social responsibility communication from multinational chocolate companies

Society and governance require multinational companies to adopt sustainable behaviour, looking at Corporate Social Responsibility. This study analysed the largest chocolate and cocoa producers in 2021 focusing on their communication strategies. The objective was to identify how these companies communicate their sustainable practices, finding the communication patterns of their CSR. Our findings show that the largest chocolate companies have integrated sustainable issues by focusing on environmental aspects. Several profiles of communication closer to social issues were also identified but no business company creates its sustainable value strictly on human resources as category.

CSR communication & stigmatized industries: is inclusion and diversity becoming a means for stigma-washing? Six decades of literature review

This work aims to present an in depth literature review under the lens of three disciplines: Corporate Social Responsibility (from now on CSR) communications, stigmatized industries, and diversity and inclusion (D&I). Such review is supported by a bibliometric mapping software, SciMAT, developed by Cobo and colleagues (2011), at Universidad de Granada, Spain. A total of 8,942 papers on the three topics from 1963 to 2022 published in 98 leading journals indexed in the Journal Citation Reports of the Web of Science have been examined. The aforementioned software has been used to identify the relevant studies to focus on a second in-depth qualitative individual scrutiny. Findings suggest that the use of D&I to mitigate organizational stigma has yet to be analyzed. One still needs to confirm or reject the proposition that stigmatized firms use CSR communication and D&I to mitigate their stigma. Furthermore, they indicate that if future studies may find that stigmatized companies utilize D&I to manage their stigma via CSR communication, the D&I discipline would suffer from this practice, since one would prove that D&I is instrumentally used in a different way than it is supposed to.

CORPORATE SOCIAL RESPONSIBILITY IN THE SOUTH AFRICAN RETAIL SECTOR: ARE EMPLOYEES AWARE OF WHAT THEIR EMPLOYERS ARE DOING?

Corporate social responsibility (CSR), which is the adoption of responsible business practices concerning economic, environmental, and social CSR, is an important topic among marketers aiming to develop market value with various stakeholder groups, including employees. Previous research is limited to developed market economies and has focused mainly on external stakeholder groups. This study explored South African retail employees’ awareness of their organizations’ CSR initiatives. The sample size was 229 South African retail employees, from lower-level employees up to middle and senior management. The study made use of a computer-aided self-administered survey, distributed via LinkedIn. The results indicated that lower-level employees are less aware of economic, environmental, and social CSR initiatives implemented by their organizations than those in middle and senior management, but that there was no significant difference between middle and senior managements’ levels of awareness of their organizations’ CSR initiatives. The results also indicated that employees have higher levels of awareness when it comes to internal economic CSR, external economic CSR, and external social CSR, as opposed to internal environmental CSR, external environmental CSR, and internal social CSR initiatives. The findings of the study can assist organizations to customize internal CSR communication strategies.

Consumer engagement through corporate social responsibility communication on social media: Evidence from Facebook and Instagram Bank Accounts

This paper investigates the impact of corporate social responsibility (CSR) communication through social media on consumer engagement, focusing on the top 15 European banks' social media accounts. Drawing on stakeholder theory and customer engagement perspective, this study analyzes banks' content posted on Facebook and Instagram from January 2021 to December 2022. The research employs multiple regression analysis to assess the relationship between CSR dimensions and consumer engagement. Results reveal that two CSR dimensions (employee support and diversity) positively arouse more engagement than non-CSR-related content. Oppositely, other CSR dimensions (environment, community support, product) provide negative or non-statistically significant results compared to non-CSR-related content. This empirical study, utilizing official data from Facebook and Instagram, contributes valuable insights into consumer engagement with CSR-related posts in the banking sector, addressing both scholarly and practical needs for understanding consumer social media engagement dynamics.