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1 – 10 of 810The purpose of this paper is to present an empirical analysis, which consists of interviews with executive trainee programs of three international companies. The results of this…
Abstract
Purpose
The purpose of this paper is to present an empirical analysis, which consists of interviews with executive trainee programs of three international companies. The results of this analysis offer answers to questions currently being discussed in the corporate social responsibility (CSR) literature, namely, on the effects of CSR communication on top talent attraction.
Design/methodology/approach
The study uses structured interviews to analyze the communication perceptions and expectations of (n = 15) top talents when making employer decisions. It compares these with the expectations and intentions of HR managers responsible for programs and communications (n = 15).
Findings
The study found that HR managers only partially reflect top talents’ specific communication expectations. In addition to the program-specific CSR content, corporate communications have an overarching optimization potential in the communication mode and information architecture. It is particularly striking that future executives proactively seek CSR content in hiring and access corporate and brand communications for this purpose.
Research limitations
The study was conducted during the COVID-19 pandemic, which made a digital interview setting necessary and did not allow to react in detail on every physical signal. On top, the study has only 30 participants (15 HR/15 talents) from three different talent programs.
Implications
The study identifies practical, gender-specific and industry-specific implications for corporate communications regarding content and mode of communication. Companies should specify concrete measures for recruiting future executives, but they can also indicate efforts and first initiatives, thus setting a more decisive stage for an aspiration.
Originality/value
The study is characterized by its unique data set. Only a few companies have explicit programs for the development of future executives. The study also examines HR managers’ communication planning and expectations and future executives’ effective communication perceptions and perspectives.
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Antonio Iazzi, Lorenzo Ligorio and Lea Iaia
A model on the cognitive elements of engagement is adopted and content analysis, along with sentiment analysis, has been used to explore the post characteristics and the levels of…
Abstract
Purpose
A model on the cognitive elements of engagement is adopted and content analysis, along with sentiment analysis, has been used to explore the post characteristics and the levels of stakeholders' interactions in controversial and non-controversial European industries through three Poisson regressions. At last, an ANOVA test has been used to check the level of interaction regarding the coronavirus disease 2019 (COVID-19)-related aspects.
Design/methodology/approach
The intrinsic characteristics of controversial industries cause the stakeholders’ skepticism about their corporate social responsibility (CSR) strategies. This results in the need to elaborate proper involvement strategies to approach industries' stakeholders. Such need has assumed relevance during the COVID-19 crisis and has traced a certain border between the companies that are more sensitive to the social side of the surrounding environment and the ones that are less involved in risky sectors. The present paper aims to understand the role of social media in stakeholder engagement, and social media's characteristics, and tries to elaborate on companies' CSR communication readiness to the challenges shown by the pandemic.
Findings
The study reveals how the success of stakeholder engagement in CSR communication is affected by both controversial sector membership and the characteristics of the posts such as the inclusion of the sustainable development goals (SDGs). In addition, the study emerges how the European companies have focused on social aspects in companies' communication, revealing a certain readiness for the COVID-19 challenges.
Practical implications
Building on a model of cognitive elements of engagement, the present study provides useful insights for companies' next engagement strategies on social media. Moreover, the thematic analysis provides a benchmark for the improvement of current corporations' communication strategies in light of the pandemic effects.
Originality/value
This paper contributes to the literature by investigating the role of Twitter as a stakeholder engagement tool and identifies the drivers for an effective Twitter content strategy. Moreover, the paper provides a useful proxy for current and future research on the COVID-19-related CSR communication.
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The purpose of this paper is to analyse the concepts of sustainability, responsibility and ethics focussing on their links and differences, also to understand how companies move…
Abstract
Purpose
The purpose of this paper is to analyse the concepts of sustainability, responsibility and ethics focussing on their links and differences, also to understand how companies move respectively in these field; to understand how companies sometimes move away from the basic and deep meaning of these concepts, landing in a merely utilitarian sphere of personal advantage where ethics, instead of being an irreplaceable and essential stronghold, is found to be a fiction or just an instrument.
Design/methodology/approach
The methodology used assumes a theoretical critical approach and, based on the vast literature on the items, is based on a conceptual analysis of the themes of sustainability, corporate social responsibility (CSR) and ethics and of the behaviour that companies can adopt in the three contexts. A critical approach to these issues and concepts can effectively help us to understand how companies are responding to external demands and to the challenges of responsibility and sustainability, which are becoming increasingly pressing.
Findings
Ethics, sustainability, CSR and social and environmental reporting are distinct constructs with different meanings but linked by important conceptual and operational relationships.
Research limitations/implications
The results of the research are the consequence of the application of a critical approach based on a theoretical analysis of the concepts under study. It would be interesting to support the results achieved with empirical research studies.
Practical implications
This conceptual path helps scholars and companies themselves to understand the difference between the three key concepts analysed. Only by understanding the basic meaning will it be possible to really make one’s own and pursue it in the correct way.
Social implications
Nowadays, the authors are overwhelmed by these three concepts which are used as synonyms and incorrectly. This leads to confusion and misunderstandings. Knowledge of the characteristics and differences between these concepts and their concrete applications is of great importance.
Originality/value
This study tries to provide a critical discussion of how the three concepts intersect and differentiate, leading to concrete results or results that have nothing to do with their meaning. There are no conceptual papers in the literature that deal with the three concepts and also analyse the implications on the real world.
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Anne Ellerup Nielsen and Christa Thomsen
The purpose of this paper is to answer the call for CSR communication research to develop and substantiate outcomes that may better explain CSR communication strategies and…
Abstract
Purpose
The purpose of this paper is to answer the call for CSR communication research to develop and substantiate outcomes that may better explain CSR communication strategies and practices. The paper takes the research a step further, exploring the role of legitimacy in CSR communication research.
Design/methodology/approach
A literature collection methodology, combined with directed content analysis, was used to identify central themes in the literature.
Findings
The following categories of studies were identified: perception, impact and promotion studies; image and reputation studies; performance studies; and conceptual/rhetorical studies. Addressed from a legitimacy perspective, the study found that the most important types of legitimizing communicative practices articulated in the four types of studies were related to: seeking knowledge about stakeholders through perception, impact and promotion activities; monitoring and controlling the environment through image and reputation activities; creating stakeholder value through collaboration and engagement; and persuading and convincing stakeholders through rhetorics, CSR models and concepts. The study also found that practices and activities related to perceiving stakeholders’ expectations, needs and requirements are assumed to be most effective for corporations aiming at building or maintaining legitimacy.
Originality/value
The key contribution of the paper lies in exploring how corporate legitimacy is anticipated and extrapolated in the CSR communication literature, including which pinpointed CSR communication strategies and practices are assumed to be more effective than others in bridging stakeholders’ perceptions of corporations’ social and environmental actions. Until date, no reviews exist of the role of legitimacy in CSR communication research.
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Jacob Mickelsson, Joep J.G.M. van Haren and Jos G.A.M. Lemmink
Corporate social responsibility (CSR) is an increasingly important issue for service brands in fast fashion retailing, as consumers' negative impressions about retailers' CSR…
Abstract
Purpose
Corporate social responsibility (CSR) is an increasingly important issue for service brands in fast fashion retailing, as consumers' negative impressions about retailers' CSR activities influence brand experience. Consumers' impressions of CSR efforts arise based on agendas communicated through many channels from different sources. The paper unravels the ‘wrinkles’, i.e. possible mismatches in CSR communication around service brands by studying differences between the three main sources of fast fashion brand-related CSR agendas: Autonomous company communication, news media and social media postings by consumers.
Design/methodology/approach
The authors use structural topic modeling (STM) to analyze a corpus of texts focusing on the CSR efforts of three major fast fashion service brands over three years. The texts included 89 items of company communication (CSR reports and press releases), 5,351 news media articles about the brands' CSR efforts and 57,377 consumer generated tweets about the brands.
Findings
The STM analysis extracted 26 different CRS-related topics from the texts. Results showed differences in how much the three sources emphasized topics. The brands' own communication puts emphasis on environmental responsibility. News media tended to report on economic issues, treatment of employees and specific CSR-related events. Twitter showed more activity in discussing incident-based and emotionally charged topics.
Research limitations/implications
The results feed into the ongoing discussion about how companies' CSR communication relates to communication in the press and among consumers. The authors highlight themes in the individual topics that are emphasized by the three sources, and discuss how CSR themes emerge in the overall transformative agenda.
Practical implications
The paper highlights how fast fashion service brands can identify and understand different CSR agendas arising around their brand. Insight into such agendas can be used to tailor the brands' communication strategies.
Originality/value
The paper contributes to the understanding of the factors behind fashion service brands' CSR reputation, highlighting how the three main sources of CSR reputation (company reports, news and social media) emphasize different types of agendas.
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Irina Lock and Charlotte Schulz-Knappe
Companies in challenged industries such as fashion often struggle to communicate credibly with their stakeholders about their social and environmental achievements. Credible…
Abstract
Purpose
Companies in challenged industries such as fashion often struggle to communicate credibly with their stakeholders about their social and environmental achievements. Credible corporate social responsibility (CSR) communication, however, has been described theoretically as a predictor of legitimacy for organizations in society, but never proven empirically. The purpose of this paper is to test perceived credibility of a CSR website as a main predictor of input and output (pragmatic, cognitive and moral) legitimacy.
Design/methodology/approach
A 2 × 2 between-subjects online experiment with participants recruited from the SoSci Panel (n=321) is conducted on an anonymized website of a fashion company.
Findings
Credible CSR websites result in output (cognitive and pragmatic) legitimacy. However, participation in the CSR decision-making process (input or moral legitimacy) did not matter. Instead, the more subjects accepted the outcome of the CSR communication process, the more they found a company to be legitimate.
Research limitations/implications
The CSR communication process on a website is just one specific example. In other settings, such as social media, the role of participation in the CSR communication process will be different.
Practical implications
Communicating credibly is a key, particularly in challenged industries, such as fashion. Thus, designing credible communication material matters for legitimacy.
Originality/value
The findings for the first time confirm the credibility–legitimacy link in corporate communication empirically. Participation in CSR-related decision-making processes is overrated: the outcome of the CSR communication process is important for stakeholders and their acceptance of a company in society, the participation in the process less. This confirms the idea of CSR as stakeholder expectations management.
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Ouiam Kaddouri and Stephane Saussier
This paper aims to examine the link between the corporate social responsibility (CSR) communication efforts of companies and their ability to obtain public procurement contracts.
Abstract
Purpose
This paper aims to examine the link between the corporate social responsibility (CSR) communication efforts of companies and their ability to obtain public procurement contracts.
Design/methodology/approach
The authors are exploiting a database with the number of public procurement contracts won by SBF 120 companies in France and a constructed CSR index over the period of 2007–2015. The authors provide estimates of the amount of public contracts won by those companies.
Findings
The results suggest a striking influence of CSR communication on the ability of firms to win contracts.
Research limitations/implications
This study focused on the case of the SBF 120 companies under the French regulatory system and European directives, which are different from the obligations in North American countries. Second, our constructed CSR index may be too simplistic in nature, and its application is limited only to the French context. Third, we do not have any evidence about the efficiency of well-ranked firms in our study. CSR reporting is still considered to be a form of communication, even if formal, that can contain information that does not especially reflect reality, as the scandals of several companies have shown in recent years (e.g. Volkswagen, Eiffage, Enron).
Practical implications
Companies should consider Business-to-Government (B-to-G) market when investing in CSR actions.
Originality/value
This is one of the first empirical studies measuring the impact of CSR on the ability of companies to win public contracts.
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The cement industry's environmental implications place climate change at the centre of sector organisations' corporate social responsibility (CSR) policies, such as the Secil…
Abstract
Purpose
The cement industry's environmental implications place climate change at the centre of sector organisations' corporate social responsibility (CSR) policies, such as the Secil Group. The organisation's CSR policies definition, narrative framing and communication are fundamental, as they can affect its reputation. This article aims to highlight the climate change framing in the Secil Group sustainability report (SR) narrative.
Design/methodology/approach
The framing theory is applied to analyse the international and sectoral climate change regulatory measures and the Secil Group SR. Document analysis is used to characterise Secil SR as a communication tool. Qualitative content analysis is used to highlight how Secil and the international and sectoral regulatory measures on climate change frame their narrative and compare each other.
Findings
The international and sectoral regulatory measures on climate change and the Secil's SR broadly frame climate change, using ethical, efficiency and effectiveness, communication and relations and law and regulation framings. The Secil's Group SR also highlights the financial frame, exposing the challenge of reconciling economic with collective interests. There is room for researchers to explore the concepts of CSR, sustainability and environment, social and governance (ESG) through the lens of complementarity.
Originality/value
This study shows that the Wehmeier and Raaz (2012) model, created to study transparency, can be applied to other communication studies. This paper explores a case study and, for this reason, is not generalisable. Although, the method and theoretical framework can be applied to any organisation.
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Alberto Badenes-Rocha, Carla Ruiz-Mafé and Enrique Bigné
This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE)…
Abstract
Purpose
This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE), paying special attention to the moderating effects of two types of social media communication, firm-generated content and user-generated content.
Design/methodology/approach
The study uses a mixed-methods’ approach. First, a single-factor experiment using Twitter posts as stimuli with 227 hotel guests. The structural model was analyzed using SmartPLS 3.2.7. Second, structured in-depth interviews were undertaken with three hotel industry experts to complement the conclusions of the quantitative study.
Findings
The results show that when a customer trusts a hotel and identifies with its corporate values, CSR tweets generate CE toward the hotel. CSR communications made by customers reinforce the impact of CSR tweets on customer trust more than CSR tweets posted by hotels. Hotel industry experts give insights to explain these results in different types of hotels.
Practical implications
CSR communications made through Twitter affect customers’ perceptions of a hotel’s CSR activities and customer trust in hotels, especially if they originate from a source external to the company. This result can be of use for hotel managers who have not previously given importance to active CSR communications or the interactivity of social media.
Originality/value
The authors show the moderating effect of user-generated content in the relationship between CSR customer perceptions and customer trust, thus contributing to the research into the effectiveness of social media. They use a mixed-methods’ approach to increase the validity of the results.
Propósito
Este estudio analiza el papel de las percepciones de RSC, la identificación cliente-empresa (CCI) y la confianza en el engagement del cliente (CE), prestando especial atención al efecto moderador de dos tipos de comunicación en redes sociales: Contenido Generado por la Empresa (FGC) y Contenido Generado por el Usuario (UGC).
Diseño/metodología/enfoque
Se emplean métodos mixtos: un experimento de un factor usando publicaciones de Twitter como estímulo con 227 huéspedes del hotel, cuyo modelo estructural se analizó con SmartPLS 3.2.7., y 3 entrevistas en profundidad con expertos de la industria hotelera.
Hallazgos
Los resultados muestran que, cuando un cliente confía en el hotel y se identifica con sus valores corporativos, los tweets de RSC generan engagement. La comunicación de RSC emitida por usuarios refuerza el impacto de los tweets de RSC en la confianza del cliente más que los tweets publicados por hoteles. Los expertos de la industria hotelera aportan nociones para explicar estos resultados en diferentes tipos de hoteles.
Implicaciones prácticas
La comunicación de RSC realizada a través de Twitter afecta las percepciones del cliente sobre las actividades de RSC del hotel y la confianza en el mismo, especialmente si proceden de una fuente externa a la empresa. Este resultado puede ser útil para gerentes de hoteles que no se benefician de la comunicación activa de RSC o la interactividad de las redes sociales.
Originalidad/valor
Se valida el efecto moderador del UGC en la relación entre las percepciones de RSC y la confianza de los clientes, contribuyendo así a la investigación sobre la efectividad de las redes sociales. Se emplea un diseño mixto para incrementar la validez de los resultados.
Palabras claves
Comunicación de RSC, Engagement del Consumidor, Fuente del mensaje, Contenido generado por la empresa, Contenido generado por el usuario, Twitter, Compromiso con el cliente
Tipo de artículo
Trabajo de investigación
Details
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The purpose of this paper is to identify what attention science pays to CSR communication for the process of career orientation and employer decision-making by the critical sought…
Abstract
Purpose
The purpose of this paper is to identify what attention science pays to CSR communication for the process of career orientation and employer decision-making by the critical sought after top talent.
Design/methodology/approach
The review is structured as a systematic literature review of the CSR–HRM intersection. In 11 EBSCO online databases one of several “CSR-terms” was combined with one of several “HRM-terms”.
Findings
Although CSR has long been recognized as a relevant factor for organizational attractiveness (Greening and Turban, 2000) and talent attraction and its importance is reflected in the ongoing “war for talent” (Chambers et al., 1998) in which (prospective) leaders are considered a critical human resource for corporate success (Ansoff, 1965), few contributions are focusing on successfully recruited future leaders/high potentials.
Practical implications
There is a knowledge gap about the importance of CSR in high potential recruiting, which influences both resource-strong decisions on the company side and the communication behavior of applicants. Companies only know about a general CSR relevance for employees and applicants. Accordingly, no attention-optimized CSR communication can take place. In the highly competitive battle for the attention of high potentials, this leads to undifferentiated communication formats. At the same time, high potentials may not receive the CSR information of interest to them from an employer at the relevant time and therefore cannot present an optimal fit in the cover letters and thus cannot prove themselves as ideal candidates.
Originality/value
CSR is not only an obligatory field of communication for companies, but also a special opportunity in recruiting the young value-oriented generations Y and Z. The research on CSR communication in the course of their career decision has not been covered in a review so far, the research situation is thus explicitly addressed for the first time and practical implications for the post COVID-19 employer brand and recruiting communication are addressed.
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