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I use a controlled experiment to examine, in the context of Corporate Social Responsibility (CSR) crises, whether investors' investment judgments are influenced by a firm's CSR reputation and CSR crisis response strategy. I find that for good CSR reputation firms, the use of a rebuild or deny crisis response strategy does not lead to improvements in investment judgments. However, for bad CSR reputation firms, the use of a deny response strategy leads to improvements in investment judgments while the use of a rebuild strategy does not.

Purpose – In business environment, corporate social responsibility (CSR) is becoming increasingly an important issue for every stakeholder. Organizations are being reputable through CSR activities. The aim of this chapter is to examine the relationship between CSR and corporate reputation, and determine the role of CSR activities in corporate reputation building process.Design/methodology/approach – An extensive literature research is conducted in order to develop the theoretical framework that supports the positive role of CSR activities on corporate reputation.Findings – As CSR activities affect the consequences that have a positive impact on corporate reputation, findings show that CSR enables firms to improve reputation with a broad range of stakeholders including employees (internal customers), customers (external customers), suppliers, competitors, bankers, and investors.Research limitations/Implications – However this research is a theoretical study, for further studies an empirical research model may be developed for investigating the relationship between CSR and corporate reputation. These dimensions should be measured and the hypothesis about the positive relationship between CSR and corporate reputation may be statistically tested.Practical implications – This theoretical study may be useful for the board of directors and managers since they should become aware of the importance of one of the growing areas of corporate reputation and CSR. They are also increasingly being encouraged to engage CSR activities into their organization's vision, identity, brand, and reputation. Based on societal expectations of stakeholders, organizations should develop and improve their CSR programs and reflect these developments to their reputation mechanisms.Originality/Value of the paper – This study is valuable to understand the corporate reputation practices that enhance and demonstrate the value of reputable organizations. It is also attractive to compare other dimensions of corporate reputation such as emotional appeal, workplace environment, and corporate reputation with CSR.

The concept of corporate social responsibility (CSR) has been widely used in the world, and it is related to the idea that organizations should be not only concerned about making a profit but also engaged in actions which benefit society beyond the interests of the firm and whatever is required by law (McWilliams, Siegel, & Wright, 2006). The concepts and definitions of CSR are different according to different academics, and the impact of business on the shareholders from CSR considerations could be analysed and used by different CSR models. These CSR models could take three main forms: social–economic, stakeholder and triple-bottom-line (Zu, 2008).

Corporate managers must find a way to communicate their CSR activities to stakeholders without creating a boomerang effect where the CSR messages create resentment of instead of support for the corporation. One alternative is to use social media channels because they are low cost and can use a soft sell approach, thereby reducing the likelihood of a boomerang effect. However, using social media messaging about CSR challenges managers to attract followers to those social media channels. This chapter explores the use of gamification, the use of gaming features in the CSR messaging, to present CSR messages. The case study of Kraft’s “Two-Minute Drill” is used to illustrate how gamification can be used to promote social media-based CSR messaging.

A case study method is used to illuminate how Kraft used gamification to increase the audience for its anti-hunger CSR efforts. Kraft used the “Two-Minute Drill” game to attract people to their effort to fight hunger.

The “2-Minute Trivia Drill” seemed to overcome the CSR promotional communication concerns of tone and cost. The dominant message and theme is feeding the hungry. The tone on the Facebook page and the game itself is subtle in relation to the Kraft brand because Kraft appears in the background through its logo, name, and the names of prominent Kraft products. The stakeholders are treated as the drivers of the CSR effort because the individuals playing the game are what create the donations from Kraft. Donations could even be personalized. None of the comments posted to the Kraft Fight Hunger Facebook page questioned the expense of the project. Overall the comments were very favorable suggesting there was no boomerang effect from the game.

The study offers only one case study of gamification in CSR communication. More cases are necessary to draw stronger conclusions about the utility of gamification for CSR communication presented via social media. Moreover, more direct measures are needed to assess how stakeholders feel about CSR messages using gamifications and if the strategy can consistently prevent a boomerang effect.

The implications from the case study are that gamification can be an effective way to attract stakeholders to social media-based CSR messages and to generate positive reactions to the CSR messaging.

This chapter is one of the first detailed explorations of gamification as a means to avoid the dangers of the CSR promotional communication dilemma (stakeholders wanting CSR information but reacting negatively to the promotion of CSR activities).

The study reported in this chapter was designed to investigate how managers representing public relations (PR), human resources (HR), and corporate social responsibility (CSR) departments use their organizations’ CSR initiatives to attract, engage, and retain job-seeking Millennials. To direct attention to a region that has been plagued with employee attraction and retention issues, this study focused this phenomenon as experienced by organizations located in the state of Michigan. Findings identify ways PR, HR, and CSR departments work together to infuse work cultures with CSR thinking. Four main themes and 14 subthemes emerged among interview data – suggesting that employee recruitment activities should evolve to more fully consider CSR in terms of employee value propositions, organizational culture, and empowering and developing employees.

Previous work has shown that corporate social responsibility (CSR) initiatives can preserve shareholder value after an organization experiences a negative event. I expand on this theory by examining one boundary condition that could lead to the opposite relationship: when the organization has a CSR initiative intended to prevent the type of event that occurs. The author argues that activist pressure will enhance the negative relationship between event-specific CSR and shareholder value. Using an event-study, the author examines the apparel industry after the collapse of Rana Plaza which killed over a thousand apparel supply chain employees.

This chapter proposes a framework for analyzing how stakeholder-initiated challenges through social media and traditional media can shape the meaning of responsible behavior and pressure organizations to alter irresponsible behavior in order to protect their reputations.

Following a description of the nature of stakeholder challenges, concepts from Internet Contagion Theory and Contingency Theory are used to develop the Integrated Framework for Stakeholder Challenges, an analytic tool that can be used to provide insights into how specific digital and traditional public relations tactic can be used by activists. A case study demonstrating application of the framework is presented.

The case study describes how the lens provided by the Integrated Framework for Stakeholder Challenges illustrates how Greenpeace’s detox campaign built power, legitimacy, and urgency to draw attention to environmental and human problems associated with the use of hazardous chemicals in a manufacturer’s supply chain.

The chapter offers one case study of Greenpeace’s detox campaign against Zara to demonstrate the utility of the Integrated Framework for Stakeholder Challenges. Additional case studies are needed to further demonstrate how factors in the framework can account for the success and failure of activist challenges. Moreover, measurement of factors included in the framework, rather than conceptual analysis alone, could demonstrate the relative importance of the factors, as well as various constellations of factors, in accounting for organizational decision making about responses to the challenges.

Concepts derived from Internet Contagion Theory and Contingency Theory provide a vocabulary and conceptual framework for describing and analyzing stakeholder-initiated challenges as well as assessing the potential threats posed by stakeholder challenges to an organization’s reputation.

This chapter proposes a new analytical tool, the Integrated Framework for Stakeholder Challenges, which can contribute to the analysis and evaluation of stakeholder efforts to influence corporate behavior.

Moving beyond the question of whether large corporations are truly addressing sustainability, some scholars have explored the degree to which CSR activities are purely symbolic or substantive in nature. Most of the studies have focused on external stakeholder pressures. The aim of this chapter is to extend this line of inquiry by theorizing that the dynamics among internal stakeholders also shapes CSR conduct.

This theoretical contribution borrows from research on socially responsible indices, behavioral corporate governance theory in CSR and from recent research that has leveraged attribution theory to better understand reactions to corporate social irresponsibility (CSiR).

Our chapter proposes that firms adhering to substantive CSR practice are less likely to be punished by external stakeholders than otherwise. From an internal stakeholder viewpoint, it suggests there is a positive relationship between the number of board ties to reputable universities/nonprofit organizations and substantive CSR practices; and a negative relationship between managerial discretion and substantive CSR practices.

This chapter can have social applicability as it deals with stakeholders’ role in pressuring the modern organization to engage in substantive CSR.

As aforementioned, most studies explore the relationship between CSR compliance and external stakeholder pressures. In contrast, the relationship between internal stakeholder dynamics and CSR compliances is still not well understood. Hence, the incorporating of these dynamics provides theoretical insights for the CSR, sustainability, and corporate governance arenas.

Corporations in all industries recognize the demand for responsible business behavior and have developed corporate social responsibility (CSR) programs accordingly. This paper examines to which extent sustainability practices – unrelated to the actual ingredients of a consumable product – affect brand equity, taste perceptions, and perceived emotional value. In an experimental setting, effects were determined of the presence or lack of a sustainability-marketing message within a beer brand’s promotional material. The constructs were measured in a survey, and a PLS-SEM was used to analyze the results. In the factor model, all constructs proved to be sufficiently reliable and valid. The experiment’s results indicate that taste perception is positively influenced by the presence of a sustainability message.

In 2014, the European Union (EU) adopted the non-financial reporting Directive (2014/95/EU) making the disclosure of certain non-financial topics mandatory for large listed companies. They are required to report on policies, actions and outcomes regarding their environmental impact, social and employee matters, impact on human rights and corruption. Denmark introduced mandatory corporate social responsibility (CSR) reporting already in 2009, while Germany had no specific legislation on CSR reporting before 2017. Some authors allege that regulation positively impacts CSR reporting, while others argue that the voluntary nature of CSR reporting is essential (Romolini, Fissi, & Gori, 2014). Critics of mandatory reporting claim that non-financial reporting should develop bottom-up, as mandatory one-size-fits-all solutions are inappropriate given the differences among companies (ICC, 2015). The aim of this chapter is to evaluate the effect of legislation on reporting quality by comparing Denmark with a long tradition for mandatory reporting and Germany introducing mandatory rather recently. However, a rich body of literature exists on factors impacting CSR reporting other than legislation. These are among others: firm size, ownership structure, industrial sector and culture (Hahn & Kühnen, 2013.)

The chapter applies a content analysis of 150 CSR reports from German and Danish listed companies between 2008 and 2017 from four different industrial sectors. The chapter finds that mandatory reporting improves overall report quality by lifting the quality floor, yet, without lifting the quality ceiling. Size is important as improvements in reporting are largest in small and medium-sized companies. Companies in environmentally sensitive sectors tend to disclose more relevant environmental information than companies in less sensitive sectors. Both culture and ownership structure has a moderating effect on report quality.