کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
4761740 1422778 2017 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Communicating corporate social responsibility (CSR): Stakeholder responsiveness and engagement strategy to achieve CSR goals
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Communicating corporate social responsibility (CSR): Stakeholder responsiveness and engagement strategy to achieve CSR goals
چکیده انگلیسی
In this current study, we compared two contemporary CSR communication strategies (engagement vs. responsiveness), along with communication channels, in achieving CSR goals. We conducted an online survey with public relations, corporate communication, corporate social responsibility, investor relations and sustainability executives within the companies listed on the Wilshire 5000 Total Market Index of publicly traded U.S. companies. Results showed that CSR engagement strategy had a positive effect on achieving all three CSR goals we identified through factor analysis: business, community, and employees. The responsiveness strategy was positively associated with only business and community goal achievement. These findings lend support for the testimonials from industry CSR reports regarding the benefits of the engagement approach in achieving intended organizational goals, including attracting and retaining talented employees. In analyzing the impact of communication channels on goal achievement, we found that print ads played a significant role in achieving business goals.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Public Relations Review - Volume 43, Issue 4, November 2017, Pages 768-776
نویسندگان
, ,