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The purpose of this paper is to examine the way in which brand positioning elements are manifested in the business‐to‐business (B2B) online environment.

The UK print industry is used to investigate the web site elements used to communicate positioning elements through the content analysis of corporate web pages of 30 UK print suppliers.

A framework is developed to show how web site communications are manifested in the online B2B environment.

Because the research vehicle is a sample of websites from only one industry the findings may not be transferable to all industries nor to the whole industry. However, the model is a useful framework for helping managers to plan their online communications.

The paper concludes by giving recommendations about how the framework can be used by practitioners in order to improve the linkage between communications messages and the means for transferring these messages.

This is a novel approach to examining branding elements in the online environment. Comparatively little literature exists which examines branding in the online B2B environment.

This paper aims to explore the current state of website environmental communications in Latin American universities through a benchmarking operational tool. The study considers how these universities communicate their environmental policies as an act of corporate social responsibility and to improve their public image.

A sample of 80 top-ranked Latin American universities was considered. Environmental websites were evaluated in terms of information quality, multimodal design and stakeholder engagement. The research method follows the theoretical foundations of critical discourse analysis, multimodal studies and ecolinguistics.

A total of 59% of the universities have opened environmental websites. However, many of them have poor content and interactivity. Latin American universities obtain low scores in several objective criteria which measure the efficiency of website environmental communications.

The findings can help university administrators to improve the quality and effectiveness of online environmental communications. Some practical recommendations are given and examples of good practice can be emulated.

To the best of the author’s knowledge, this is the first study that analyses the situation of website environmental communications in a large sample of Latin American universities. The development of an operational benchmarking tool invites further comparative studies, which may contribute to a wider picture of environmental communications.

The aim of this paper is to report on an exploratory, qualitative study of how small and medium enterprises (SMEs) describe their firm’s relationships with or impact on stakeholders when communicating corporate social responsibility (CSR) on their websites.

Qualitative content analysis was conducted on 22 Australian SME websites from the information media and telecommunications sector. Stakeholder theory was used as the basis for analysis.

An important aspect of CSR communication is reporting the firm’s relationships with stakeholders such as society/communities, ecological environment, employees, customers and suppliers. This paper provides insights into how these relationships are manifested in SME website communications. For example, three-way relationships between the firm and stakeholders were described on some websites, but few explained the impact of their CSR on stakeholders.

This study concentrated on identifying the CSR communication on websites from one industry sector in Australia. These limitations provide the basis for future research to explore and compare CSR communication on websites by SMEs from other industry sectors and countries.

The findings offer SME owner-managers ideas on different ways they can incorporate details of stakeholder relationships in CSR website communications.

There has been little research on how SMEs use channels such as websites to communicate CSR. This paper addresses this gap in knowledge by providing insights into how SMEs describe stakeholder relationships in CSR website communications.

The purpose of this paper is to establish a categorization of corporate websites as tools of online communication, in accordance with how they apply usability to the content they present, and to determine the indicators of the content and usability variables which mark the differences between each group of websites.

The present study analyses how 754 firms manage the usability of the content they provide through the channels of their corporate websites. To this end, a cluster analysis was applied to distinguish the types of firms according to the usability and content of their websites, followed by a discriminant analysis to determine which variables differentiate the groups.

The work has presented a list of the indicators that the literature has considered to be determinant aspects of firms’ use of their websites for corporate strategic communications. These indicators can be applied in forming an instrument to measure the quality of company websites in this area.

The present paper has attempted to clarify the panorama of corporate online communication via websites, understanding the issue as being not just a mere technicality but addressing it from the perspective of the emitter of the communication as a strategic instrument.

The purpose of this study is two-fold: (1) identify shifts in prioritization of corporate social responsibility (CSR) issues and (2) identify the CSR issues in which companies are currently involved, as indicated in their website communications. Corporate communications are also examined for possible variations of CSR focus between manufacturers, retailers and service firms.

In order to identify the CSR issues in which companies are currently involved and detect any shifts, a content analysis was conducted of the 2021 Fortune 100 company websites, specifically cataloging CSR communications. This data was compared with CSR communications on Fortune 100 company websites in 2015. CSR issues are also examined within each industry categorization: manufacturing, retail and service.

Findings indicate that companies have reduced the number of CSR issues prioritized in their website communications. In 2015, companies gave prominence to an average of seven CSR issues on their websites, today the average is three CSR issues. Today, the CSR issues prioritized most commonly are diversity and sustainability. However, these issues are prioritized by only half of the companies. Previously, the vast majority of Fortune 100 companies prioritized the same top issues. That is not the case today. This shift may suggest that companies are narrowing their focus to fewer CSR issues, perhaps those that align with company goals.

This study provides information to keep company executives and academicians abreast of prominent CSR issues and terminology found in the marketplace. As executives make choices about committing resources to social issues, knowledge of what the Fortune 100 is doing can help in that decision-making process.

The purpose of this study is to examine how corporate communication of their social programs on their websites affects the ratings of those programs by independent rating agencies. Firms expend resources on corporate social programs (CSPs) to promote their corporate social responsibility and sustainability credentials. Stakeholders, however, often respond to such “self-promotion” with skepticism because they believe that there are inconsistencies between corporate claims and actions. This research draws on attribution theory as a framework to examine how the perceived CSP performance of firms by uncontrollable sources are affected when firms disseminate CSP information on firm websites, i.e. a controllable source, where their claims may not be verifiable.

This study uses a two-step, mixed method study for the analysis using data from Fortune 500 companies. A qualitative content analysis process identifies the interfaces of CSP and their communications on firms’ website. The process allows the authors to collect CSP data systematically from firm websites and to identify relevant variables through the patterns that emerge from the analysis. The findings are used in a quantitative analysis to study how the patterns underlying CSP communication on their websites affect the ratings of firms’ CSP by independent rating agencies.

Results show that the location, the manner, the content and the scope of CSP information dissemination on firm websites, as well as perceived commitment to CSP identified on the website are important drivers of perceived CSP performance. A robustness check using an alternative independent rating of CSP also provides results that are supportive of the findings. In addition, the effects are found to differ by sector of operation, firm age and profitability.

This research suggests that communication of CSPs at controllable sources of firm information dissemination can have a significant effect on the evaluation of CSP at uncontrollable sources when such communication facilitates the assessment of other information from a firm to determine the motive underlying a firm’s CSP.

The findings show that firms and managers can influence the perceived ratings, rankings or scores of their CSP by stakeholders when they put the right information at the right place on their corporate websites. One of the findings shows that even moderate levels of CSP commitment demonstrated on firm websites result in positive perceptions of CSP, which has marked practical implications.

The findings show that integrating even a medium level of commitment to CSP increases the positive perceptions of a firm’s CSP. Thus, society benefits from the firm’s action without a substantial impact on the firm’s profits.

This research shows that firm-controlled sources of CSP information dissemination to stakeholders can affect uncontrollable sources of CSP information evaluation.

This paper aims to examine the online communications, symbolism and imagery of 35 community crime prevention and crime watch groups across Canada to explore how these groups organize themselves and assess the resulting community actions.

Contributing to digital criminology, gathering data from open access platforms such as Facebook and online platforms such as websites, the authors analyse communications from community crime prevention and crime watch groups in 12 Canadian cities. The authors used qualitative content analysis to explore the types of posts to assess trends and patterns in types of ideas communicated and symbolized.

Whilst such groups bring the community together to help promote community safety, the groups may also encourage stereotyping, shaming and even vigilantism through misrepresenting the amount of crime occurring in the community and focusing on fear. The authors demonstrate how crime prevention becomes sidelined amongst most of the groups, and how intense crime reporting and the focus on fear derail actual community development.

The current study is limited to two years of posts from each group under examination. Interviews with members of online community crime prevention and crime watch groups would provide insights into the lived experience of regular users and their reasons for interacting with the group.

Given some of the vigilante-style the actions of such groups, the authors would suggest these groups pose a governance problem for local governments.

Community crime prevention and crime watch groups are not a new phenomenon, but their activities are moving online in ways that deserve criminological research. The authors contribute to the field of digital criminology by researching how online communications shape community crime prevention organizations and how ideas about regulation of crime and social control circulate online. The authors also explain how this community crime prevention trend may contribute to issues of vigilantism and increased transgression.

The purpose of this paper is to identify the distinctive elements of CSR communications that characterize the communications models of family businesses in the Italian wine industry, and to compare them with nonfamily businesses.

Using a case study approach, a sample of large and medium companies practicing corporate social responsibility was identified. The content of their websites was examined using content analysis and text mining (correspondence analysis techniques and word association analysis using the T-Lab software).

The analysis indicates that the ownership structure nature makes a difference in the online CSR communications process. The cultural identity in both family and nonfamily businesses is founded on intangible factors such as tradition; however, being a family business is a fundamental driver in the online CSR communications process, no longer forming a bond among players in the wine industry, but rather linking with other wine family businesses.

One limitation of this work is the small size of the investigated sample. An added value it contributes is its focus on the Italian wine industry. The paper provides the essential elements that family and nonfamily wine businesses should consider in customizing their CSR communications with the brand’s specific details.

The authors highlighted the similarities and differences of family and nonfamily wine businesses in terms of their online CSR communications. The authors also observed how the family wine business identity, in its multidimensional construct, has common factors with what we call “familiness.” This research could establish a starting point for further work within this important sector.

The purpose of this paper is to address an important but seldom explored field of study: the communication of corporate strategies to external and internal stakeholders. The relevance of the topic can be tracked both in communication studies and in management research, but empirical insights are rare. The paper addresses this research gap by asking: How do listed companies in key industrial markets communicate publicly about their corporate strategy?

A comprehensive content analysis of corporate websites was conducted for a sample of the 20 largest listed companies in the UK, the USA and Germany (n=60). The subsequent benchmark analysis has identified best practices and highlighted them in detail.

The study revealed significant differences between companies and countries in the sample for most of the dimensions. Cross-country comparisons confirm these differences statistically: German companies score significantly higher in the benchmark than British or US companies.

This paper outlines quality criteria for professional strategy communication, helping practitioners to improve their activities and contribute to organizational goals.

The study offers a holistic approach to strategy communication by providing an interdisciplinary theoretical foundation as well as insights into corporate practice, with the aim of laying the ground for further research and discussion in both academia and practice.

The purpose of this paper is to evaluate how the 106 largest banks in the world use their corporate websites for corporate social responsibility (CSR) communication, identifying CSR communication patterns by continent.

An analysis of the location of CSR information on the banks’ corporate websites, a longitudinal analysis of the publication of CSR reports by the banks from 2000 to 2012, and a content analysis of the most current CSR reports in the recent period of study were undertaken.

Three-quarters of the banks communicate on CSR issues on their corporate website – either located in the section “About Us” or under a separate “CSR” heading which is directly accessible on the front homepage. Company reports published on the website are the most important vehicle for CSR communication. Their publication increased from six for the publication year 2000 to a peak of 63 reports for the year 2011. The reports’ titles are most commonly linked to the concepts of “responsibility” or “sustainability” and refer to ten main stakeholders and topics. In a comparison between continents there is a difference in the use of titles: European banks prefer the title “Sustainability Report”, while Asian and American banks in particular prefer the title “CSR Report”.

The paper focuses on corporate communications, and therefore does not address perspectives on CSR communication from other disciplines. Within CSR communication, sources of CSR-related information other than the corporate websites have not been considered.

This paper gives the first comprehensive picture of the trend in CSR communication on corporate websites in the global banking sector.