Emerald | Corporate Communications: An International Journal | Table of Contents

CSR communication: quo vadis?

Wed, 24 Apr 2013 00:00:00 +0100

Abstract

Purpose – This paper aims to introduce the special issue on CSR communication attached to the First International CSR Communication Conference held in Amsterdam in October 2011. The aim of the introduction is also to review CSR communication papers published in scholarly journals in order to make a summary of the state of CSR communication knowledge. Design/methodology/approach – The existing literature on CSR communication was approached via systematic review. with a combination of conventional and summative qualitative content analysis. The final dataset contained 90 papers from two main business and management databases, i.e. EBSCOhost and ProQuest. Findings – Papers were coded into three main categories. The results show that the majority of the papers are concerned with disclosure themes. Considerably less salient are papers that fall under process-oriented themes and the outcomes/consequences of CSR communications. The most important outlets for CSR communication-related topics are Journal of Business Ethics and Corporate Communications: An International Journal. Originality/value – This paper represents the first attempt to perform a systematic and comprehensive overview of CSR communication papers in scholarly journals. Its value is in making this rather vast and heterogeneous literature more visible and accessible to all CSR communication scholars.

Transcending transmission: Towards a constitutive perspective on CSR communication

literatinetwork@emeraldinsight.com (Dennis Schoeneborn, Hannah Trittin) — Wed, 24 Apr 2013 00:00:00 +0100

Abstract

Purpose – Extant research on corporate social responsibility (CSR) communication primarily relies on a transmission model of communication that treats organizations and communication as distinct phenomena. This approach has been criticized for neglecting the formative role of communication in the emergence of organizations. This paper seeks to propose to reconceptualize CSR communication by drawing on the “communication constitutes organizations” (CCO) perspective. Design/methodology/approach – This is a conceptual paper that explores the implications of switching from an instrumental to a constitutive notion of communication. Findings – The study brings forth four main findings: from the CCO view, organizations are constituted by several, partly dissonant, and potentially contradictory communicative practices. From that viewpoint, the potential impact of CSR communication becomes a matter of connectivity of CSR to other practices of organizational communication. Communication practices that concern CSR should not be generally dismissed as mere “greenwashing” – given that some forms of talk can be action. Consequently, there is a need to investigate which specific speech acts create accountability and commitment in the context of CSR. The CCO view shows that CSR communication potentially extends the boundary of the organization through the involvement of third parties. Thus, it is fruitful to study CSR communication as a set of practices that aims at boundary maintenance and extension. Organizations are stabilized by various non-human entities that “act” on their behalf. Accordingly, CSR communication should also take into account non-human agency and responsibility. Originality/value – This paper links the literature on CSR communication to broader debates in organizational communication studies and, in particular, to the CCO perspective. By applying the CCO view, it reconceptualizes CSR communication as a complex process of meaning negotiation.

The pseudo-panopticon: the illusion created by CSR-related transparency and the internet

literatinetwork@emeraldinsight.com (W. Timothy Coombs, Sherry J. Holladay) — Wed, 24 Apr 2013 00:00:00 +0100

Abstract

Purpose – The purpose of this paper is to examine how corporate social responsibility (CSR) transparency claims are propagating a belief in a modern panopticon for ensuring responsible corporate behavior. Corporations use transparency claims to cultivate the impression of full disclosure. The paper aims to explore why people believe transparency ensures responsible behavior from corporations as well as the negative effects of this pseudo-panopticon. Design/methodology/approach – The paper explores transparency in relation to CSR, CSR reporting, the internet, and activism and describes how their confluence produces pseudo-panopticon. Findings – The paper finds that the pseudo-panopticon allows corporations to claim transparency in CSR communication and for stakeholders to accept that claim. The reality is that a minority of activist stakeholders bear the burden of ensuring true transparency by questioning disclosure. Social implications – Transparency should be seen as a process, and it fails if activists cannot create public awareness of CSR shortcomings. The challenge is to find ways to make transparency as a process work in a world where apathy and self-deception, in part facilitated by the pseudo-panopticon, work against the process. Originality/value – The paper builds on the process view of transparency by developing its implications for CSR communication. The result is a novel approach to CSR reporting and transparency that contributes to other critical voices concerned about the value and effects of CSR communication.

CSR communication strategies for organizational legitimacy in social media

literatinetwork@emeraldinsight.com (Elanor Colleoni) — Wed, 24 Apr 2013 00:00:00 +0100

Abstract

Purpose – Organization legitimacy is a general reflection of the relationship between an organization and its environment. By adopting an institutional approach and defining moral legitimacy as “a positive normative evaluation of the organization and its activities”, the goal of this paper is to investigate which corporate communication strategy adopted in online social media is more effective to create convergence between corporations' corporate social responsibility (CSR) agenda and stakeholders' social expectations, and thereby, to increase corporate legitimacy. Design/methodology/approach – Using the entire Twitter social graph, a network analysis was carried out to study the structural properties of the CSR community, such as the level of reciprocity, and advanced data mining techniques, i.e. topic and sentiment analysis, were carried out to investigate the communication dynamics. Findings – Evidence was found that neither the engaging nor the information strategies lead to alignment. The assumption of the more the dialog, the more the communality seems to fail to portray the complexity of the communicational dynamics, such as the persistence of different, or simply a dialog without alignment. Empirical findings show that, even when engaging in a dialogue, communication in social media is still conceived as a marketing practice to convey messages about companies. Originality/value – This paper originally investigates organizational legitimacy in the context of social media by applying advanced data-mining techniques that allow the analysis of large amounts of information available online.

Advertising corporate social responsibility: Results from an experimental manipulation of key message variables

Wed, 24 Apr 2013 00:00:00 +0100

Abstract

Purpose – The purpose of this paper is to examine how social topic information (STI) and corporate social responsibility commitment (CSRC) substantiate the firm's CSR claims and promote message persuasion. Design/methodology/approach – A 2×2 between-subjects experimental design was used to examine the impact of STI and CSRC on output variables using an online sample of 176 participants in Australia. Findings – The study found that manipulation of STI had a statistically significant impact on outcome variables, but that CSRC did not. Research limitations/implications – The study was limited to Australia and used a fictitious brand in the experiment. Practical implications – For marketing communications and brand managers, this study informs CSR-based corporate image advertising. Social implications – Support for more socially responsible businesses through responsible consumption can potentially transform product attributes and markets. More effective CSR communication is critical to this response. Originality/value – To date, no research has examined how consumer persuasion of CSR advertising claims might be enhanced using message variables. This study has implications for theory and practice for the effective communication of pro-social achievements, and suggests further research areas.

“Sharing is caring”: Corporate social responsibility awareness explaining the relationship of information flow with affective commitment

Wed, 24 Apr 2013 00:00:00 +0100

Abstract

Purpose – The effects of corporate social responsibility (CSR) communication on external stakeholders' perceptions and behaviours have been studied extensively; however, researchers have largely overlooked the effects of CSR communication on internal stakeholders. This study seeks to propose that, by enhancing employee awareness of the organisation's CSR activities (aimed at society, the government, customers, and employees), organisational communication can increase affective commitment. Design/methodology/approach – Data were collected at a Dutch healthcare insurance company, using a web-based questionnaire (n=301). The proposed model was tested with structural equation modelling (SEM) using Amos. Findings – The bootstrapping results showed a positive association between information flow and affective commitment, with a mediating effect for CSR aimed at employees and customers. CSR projects aimed at the government and society at large did not mediate the relationship between information flow and affective commitment. Originality/value – The impact of CSR towards employees and customers can be explained by social exchange theory. When employees feel that their organisation values their well-being and that of their customers, they reciprocate what they receive from the organisation by committing themselves to the organisation. As such, this study provides an important argument for the implementation of CSR activities: it increases the emotional attachment of employees towards their organisation.

Environmental Communication and the Public Sphere, 3rd ed.

literatinetwork@emeraldinsight.com (Carmen Daniela Maier) — Wed, 24 Apr 2013 00:00:00 +0100