Corporate social responsibility communication in the Indian context

Purpose – The purpose of this paper is to investigate corporate social responsibility (CSR) platforms and the communication surrounding those platforms in India. It seeks to establish the CSR platforms that are typically used, together with stakeholder attitudes to both the form and content of those platforms. Design/methodology/approach – The paper refers to both primary and secondary sources of data, i.e. a survey of internet sources and a questionnaire survey. Findings – The paper shows that the Indian corporations surveyed pursue a primarily philanthropic platform with a focus on community development projects, as predicted by previous studies. It also indicates, however, that Indian consumers may not value philanthropic CSR as highly as other CSR initiatives and that this may in turn influence their attitudes to different marketing communication strategies. Practical implications – The paper suggests ways in which Indian corporations may formulate the form and content of their CSR policies in the future within a marketing strategy in order to influence their stakeholders positively and increase their competitive advantage. Originality/value – The paper provides an innovative approach to investigating the consequences of how Indian corporations communicate their CSR policies to their stakeholders. It suggests a number of fruitful areas of enquiry with direct implications for Indian business in the future. © 2010, Emerald Group Publishing Limite

Fast Fashion Brands' Corporate Social Responsibility Communication on Instagram

Companies are facing increasing pressure to communicate more transparently of their social and environmental impacts. People expect companies to improve the social and environmental wellbeing of the societies they operate in. This way companies can gain acceptance and legitimacy, which is important for their survival. Because of the normative pressure, companies have started to incorporate corporate social responsibility (CSR) communication into their communication strategies. The thesis will study what kind of CSR communication are fast fashion brands doing on Instagram and what kind of sustainability themes are the brands bringing up. The chosen brands are H&M, The North Face, Timberland, C&A, and Vans, who are the forerunners of transparent CSR communication on their websites. Thus, it will be interesting to study the level of their CSR communication on social media. The time frame of the study is one month, and the method of the research is qualitative content analysis. The data will be analysed with the help of the concept of CSR. While CSR is a highly researched topic, the CSR communication on social media has not been studied extensively. Brands’ CSR communication can be considered controversial, since the demand for more transparent communication is increasing but brands that bring up their CSR activity get easily criticized. The results of the study show that fast fashion brands are not doing CSR communication extensively on Instagram. The sustainability themes of the five fast fashion brands’ CSR communication on Instagram are 1. Reuse, Repair, and Recycling, 2. Sustainable Materials, and 3. Equality. Brands are eager to share sustainability issues but not linking it to their own operation, and thus it is not considered CSR communication

Corporate Social Responsibility Communication and Company Reputation in Pandemic Era

Corporate Social Responsibility (CSR) is a way to build a company’s positive reputation. In the new media era and during the COVID-19 pandemic, online media has become an effective communication medium for companies to communicate CSR and build a positive reputation among stakeholders. This study examines BRI Peduli CSR communication during the COVID-19 pandemic through online media on the bri.co.id website that can increase BRI’s positive reputation. The research method used in this research is descriptive qualitative research with case study method, data collection is done by in-depth interview and literature study. The data analysis technique was carried out by triangulating sources to get accurate results regarding CSR communications during the COVID-19 pandemic. The results show that effective CSR communication between companies and communities that are beneficiaries of CSR programs will greatly determine the program’s success. The CSR program is an official communication channel so that all stakeholders get accountable and reliable information. BRI has also applied the principle of digitization to new media but has not yet reached the level of interactivity and audience-generated media. Online media can build a positive image and be reported CSR Program massively during the COVID-19 pandemic.

The Indonesian Bank Websites’ Interactivity for Corporate Social Responsibility Communication

Berdasarkan studi kasus terhadap website perbankan di Indonesia, artikel ini bertujuan untuk melihat sejauh mana informasi terkait tanggung jawab sosial Perusahaan dianggap penting, dilihat dari aspek aksesibilitas dan penempatan dalam website. Artikel ini juga bertujuan untuk melihat interaktivitas yang ditawarkan oleh masing-masing website. Hasil analisis isi terhadap tiga bank terbesar milik pemerintah menunjukkan bahwa ketiga bank menempatkan informasi CSR sebagai informasi yang penting, ditunjukkan dengan adanya halaman khusus yang didedikasikan untuk komunikasi tanggung jawab sosial Perusahaan. Meskipun demikian, tingkat interaktivitas ketiga websites tersebut masih rendah. Ketiga Perusahaan masih menerapkan monologue model ofcyber-interactivity, yang mengindikasikan company-centric strategy

Multimodal Aspects of Corporate Social Responsibility Communication

This article addresses how the multimodal persuasive strategies of corporate social responsibility communication can highlight a company’s commitment to gender empowerment and environmental protection while advertising simultaneously its products. Drawing on an interdisciplinary methodological framework related to CSR communication, multimodal discourse analysis and gender theory, the article proposes a multimodal analysis model through which it is possible to map and explain the multimodal persuasive strategies employed by Coca-Cola company in their community-related films. By examining the semiotic modes’ interconnectivity and functional differentiation, this analytical endeavour expands the existing research work as the usual textual focus is extended to a multimodal one

Maximising business returns to corporate social responsibility communication: An empirical test

ABSTRACT: Based on a classic conceptual model of corporate social responsibility (CSR) communication, we developed an empirical research study to test how several aspects of CSR message content (i.e., issue importance, impact, motives, fit, commitment) are associated with external support responses (i.e., purchase, advocacy). We also tested the moderating role of stakeholder - and company-specific factors (i.e., issue support and industry, respectively) in the proposed model. Data were collected from 302 participants who evaluated the same CSR information displayed in the websites of a fictitious bank and a fictitious restaurant chain. The findings suggest that better perceptions on how the CSR message reinforces issue importance, corporate CSR impact and altruistic motives lead to higher purchase and advocacy intentions. CSR fit is related only to advocacy, while CSR commitment does not have any significant impact on participants' responses. Some new interdependence relationships are also identified among issue importance, motives, fit, and commitment. The moderating role of issue support and industry is confirmed

Crowd-out effect on consumers attitude towards corporate social responsibility communication

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Beyond Internal Corporate Social Responsibility Communication (ICSRC): Creating a Purposeful Organization

This chapter argues that internal CSR communication (ICSRC) can be employed from both functionalist and constitutive perspectives to create a purposeful organization. The chapter discusses concepts such as internal CSR, internal communication, and integrated CSR communication and offers a definition of ICSRC. It reviews literature on ICSRC, defines organizational purpose, connects it to CSR, and highlights changes in employee characteristics that demand a fresh conceptualization of ICSRC. Building on the core concepts of enabling conversations through engagement and involvement strategies, co-creation of meanings, collaborative implementation, ethical organizational and corporate identities, and employee identification, the chapter offers a conceptual framework that leverages ICSRC to build a purposeful organization

The impact of interactive corporate social responsibility communication on corporate reputation

__Abstract__ Companies increasingly communicate about corporate social responsibility (CSR) through interactive online media. We examine whether using such media is beneficial to a company's reputation. We conducted an online experiment to examine the impacts of interactivity in CSR messages on corporate reputation and word-of-mouth intentions. Our findings suggest that an increase in perceived interactivity leads to higher message credibility and stronger feelings of identification with the company, which also boost corporate reputation and word-of-mouth. This result implies that using interactive channels to communicate about CSR can improve corporate reputation. Our results also show that the detrimental impacts of negative user evaluations on corporate reputation are much higher than the favorable impacts of positive evaluations. This finding suggests that, despite the effectiveness of interactive communication channels, firms need to carefully monitor these channels