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Article
Publication date: 26 February 2019

Franzisca Weder, Isabell Koinig and Denise Voci

The purpose of this paper is to determine inasmuch energy suppliers dedicate communicative resources toward sustainable development and corporate social responsibility…

Abstract

Purpose

The purpose of this paper is to determine inasmuch energy suppliers dedicate communicative resources toward sustainable development and corporate social responsibility (CSR), also paying attention to how they frame it, and if they manage to achieve consistency in their communication or fall victim to contradictions.

Design/methodology/approach

By use of a qualitative content analysis, online communication tools (information on corporate websites) as well as content for download were examined in detail. The present study sample comprised of 12 case studies from selected countries (Austria, Russia, Germany, the USA, France and Korea).

Findings

Overall, findings indicate that CSR has already been implemented in most energy and energy-related industries; however, it is put forward with varying degrees of attention and intensity, depending on which topics energy companies choose to address communicatively (results were classified according to a frame positioning scheme by Weder, 2012, 2018). Results underscore the fact that, at times, companies are struggling to link their CSR projects back to their core businesses. Yet, a clear trend to politicization can be described as a strong correlation of communication strategies of energy suppliers and political programs of the respective country becomes obvious.

Research limitations/implications

Limited research as to how CSR topics are framed in different branches has been conducted to date; likewise, the energy sector, whose motives has been often subject to public questioning, has received little attention in CSR communication research to date. Hence, ambiguities were presumed to exist.

Originality/value

The present study examines the relevance and framing of CSR in a highly competitive, centralized industry that is challenged by a global process of transition to renewable energy. The results show that the analyzed energy suppliers offer only a limited variety of issue-specific frames; instead CSR as well as sustainability are (ab)used as master frames or “buzz words” in a fairly shallow economic or socio-political argumentation.

Details

Corporate Communications: An International Journal, vol. 24 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

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Book part
Publication date: 24 June 2017

Isabell Koinig, Sandra Diehl and Barbara Mueller

This investigation set out to uncover whether CSR appeals – socially and/or environmentally oriented efforts promoted as part of a corporation’s advertising campaign …

Abstract

This investigation set out to uncover whether CSR appeals – socially and/or environmentally oriented efforts promoted as part of a corporation’s advertising campaign – present a fruitful strategy for pharmaceutical manufacturers. This study investigates whether consumers in the two countries are similar with regards to (1) attitudes toward CSR engagement (2) perception of the social engagement of a company (3) perceived product/cause fit and (4) evaluation of CSR versus non-CSR appeals in OTC pharma ads. A field study was conducted (483 subjects; non-student sample) to explore how a standardized promotional message with or without a CSR appeal is perceived in a cross-cultural setting. Results indicate that consumers’ response (with regard to attitudes toward CSR, perceived social engagement by a company, perceived product-cause fit, as well as ad evaluation) all varied by country. Consumer responses were only tested with regard to a fictitious product as well as for one product category. Overall results suggest that CSR messages resonated more with some consumers than with others and, thus, may need to be tailored by market. Apart from a very small number of investigations, neither consumer evaluations of over-the-counter (OTC) drug ads in general, nor responses to CSR ad appeals in particular, have been explored. Thus, this investigation’s primary goal is to explore responses toward CSR messages in non-prescription drug ads in the United States and Brazil.

Details

Corporate Social Responsibility and Corporate Governance
Type: Book
ISBN: 978-1-78714-411-8

Keywords

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Book part
Publication date: 24 June 2017

Abstract

Details

Corporate Social Responsibility and Corporate Governance
Type: Book
ISBN: 978-1-78714-411-8

To view the access options for this content please click here
Book part
Publication date: 24 June 2017

Abstract

Details

Corporate Social Responsibility and Corporate Governance
Type: Book
ISBN: 978-1-78714-411-8

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