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How can companies succeed in forming CSR reputation?

How can companies succeed in forming CSR reputation? PurposeThe purpose of this paper is to explore the channels companies use to communicate their corporate social responsibility (CSR) messages and to test the effectiveness of those channels – specifically, press releases, corporate websites, CSR reports, corporate Facebook pages, and TV advertising – on forming companies’ CSR reputations.Design/methodology/approachThe two primary methods used in this study were secondary analysis of existing data and content analysis. The study sample was the 101 companies in the Reputation Institute’s 2014 CSR ranking of the 100 most highly regarded companies (two companies were tied) across 15 countries.FindingsCorporate websites and CSR reports were the most common channels for CSR communications, but press releases – through their impact on news articles – and general corporate Facebook pages were the only effective channels in forming CSR reputation.Originality/valueThis study provides empirical evidence of the effectiveness of various CSR communication channels; it not only focuses on CSR reputation, a specific aspect of corporate reputation which has not been studied in this context before, but also examines several different channels simultaneously, in contrast to previous studies which have only investigated one or two channels at a time. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Corporate Communications An International Journal Emerald Publishing

How can companies succeed in forming CSR reputation?

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References (44)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1356-3289
DOI
10.1108/CCIJ-01-2016-0009
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to explore the channels companies use to communicate their corporate social responsibility (CSR) messages and to test the effectiveness of those channels – specifically, press releases, corporate websites, CSR reports, corporate Facebook pages, and TV advertising – on forming companies’ CSR reputations.Design/methodology/approachThe two primary methods used in this study were secondary analysis of existing data and content analysis. The study sample was the 101 companies in the Reputation Institute’s 2014 CSR ranking of the 100 most highly regarded companies (two companies were tied) across 15 countries.FindingsCorporate websites and CSR reports were the most common channels for CSR communications, but press releases – through their impact on news articles – and general corporate Facebook pages were the only effective channels in forming CSR reputation.Originality/valueThis study provides empirical evidence of the effectiveness of various CSR communication channels; it not only focuses on CSR reputation, a specific aspect of corporate reputation which has not been studied in this context before, but also examines several different channels simultaneously, in contrast to previous studies which have only investigated one or two channels at a time.

Journal

Corporate Communications An International JournalEmerald Publishing

Published: Oct 3, 2016

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